“We know that Lola has two children and that her kids drink lots of premium fruit juice. We can see that the price of the SKU she buys has been steadily rising on her local retailer’s shelf. We can also see that Lola’s income has not been keeping pace with inflation. With CoreAI, we can predict that Lola has a high propensity to trade down to private label,” Sadoun says, meaning that the algorithm apprehends whether Lola is likely to start buying a cheaper brand of juice. If the software decides this is the case, the CoreAI algo can automatically start showing Lola ads for those reduced price juice brands, Sadoun says.

Poor Lola. The big problem is that it’s not just Lola that is subjected to this all-encompassing corporate gaze—it is, apparently, almost everybody on the internet.

“Thanks to CoreAI, we can do that with 91 percent of adults all around the world,” the CEO brags. That amounts to nearly four billion people.

Lena Cohen, a technologist with the Electronic Frontier Foundation, said that data brokers like Publicis collect “as much information as they can” about web users. “The data broker industry is under-regulated, opaque, and dangerous, because as you saw in the video, brokers have detailed information on billions of people, but we know relatively little about them,” Cohen said. “You don’t know what information a data broker has on you, who they’re selling it to, and what the people who buy your data are doing with it. There’s a real power/knowledge asymmetry.”