Are we selling all our data for more precise ad targeting — and to what extent should we find this concerning?
One of the fundamental rules of the internet is: “If you’re not paying for it, you’re probably the product.” A truth that holds especially strong in the world of social media.
Internet giants like Google and Facebook collect enormous amounts of data to create detailed models of every user — enabling them to serve perfectly tailored ads. Time of day, mood alignment, GPS location, and even context from organic posts are all parameters that are continuously tracked and optimized by algorithms.

For advertisers, it’s the ultimate dream. From a marketing perspective, the achievements of recent years are nothing short of brilliant. We can advertise with minimal waste, maximum measurability, and even fine-tune a campaign while it’s running through continuous testing. From the perspective of agencies and marketers, this truly feels like a brave new world.

But no major technological advancement has ever come without a shadow side. So today, we ask: Are we, as consumers, selling ourselves — our data? And is the desire for autonomy and anonymity merely a relic of the past?

Fact is: Google and Facebook don’t sell our data directly. They build models that give them intimate knowledge of each user, allowing them to offer the most advanced advertising platforms of our time.
Interestingly, this system didn’t emerge from malicious intent to steal personal data — it was more of an accident. In 2006, Tim Kendall was tasked with making Facebook profitable, two years after its founding. After weighing the options, he saw advertising as the most pragmatic and sustainable model, allowing the platform to remain free for users. This decision fueled Facebook’s immense growth in the years that followed and laid the foundation for what we now call targeting.

Still, the question remains: who is really being harmed? Our privacy? Are we truly selling ourselves? When I read The New York Times, I don’t see ads for sneaker brands like Snipes — isn’t that essentially the same model?

The answer is moral, psychological, and cultural — and one each of us must decide for ourselves. What matters most, in my view, is transparency about what happens to our data.

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