Most people are unaware that they are using a DNS server belonging to their internet service provider. This is normally preconfigured in the local router. Therefore, every DNS request is under the control of the internet service provider.
For example, internet service providers can purposely rig their DNS tables to implement state censorship requirements. In many countries, this is done to prevent users from accessing file-sharing or porn domains. If a user tries to access a blocked domain, they will be redirected to a warning page instead. However, these restrictions can be circumvented with minimal effort by using an uncensored DNS server.
They use the same trick (i.e. redirecting the user to a different page when accessing certain domains) to collect user data for advertising purposes. Internet service providers use DNS hijacking to redirect the user to a specific page when they enter non-existent or misspelled domains. This page may play advertisements or create user profiles to then sell at a profit.