giant social experiment right now and the issue can get complicated. i put it down in an explainer to break it down for you. ? whenever you download an app or post a social media or shop online or browse around the interweb, websites are collecting your personal data and creating a profile of you. that can mean anything from your credit card information to your social security number, your search history, your household income and even your location. >> they have built a little data voodoo doll of each and every one of us. they know literally everything that we've ever touched. digitally, they have all of that data. >> it informs the facebook and instagram news feeds and we're seeing the full range of choices available us to, but we're not, we're only seeing the ones they give. >> buying and selling consumer data has big business. >> they collect it and distribute it and various vendors use it to target you with specific ads based on your virtual profile and the kicker is they don't even legally have