'Online adverts have completely changed modern life'

We live in a time where social media users trade gigabytes of personal data in exchange for better social interactions and connectivity. It's a trade-off that can improve their lives... but it comes at a price. Once you share your data, you can never take it back. And each piece of data you share helps to build a digital profile of you, as a product, to be sold to the highest bidder.

For more on this, we spoke to Jennifer Pybus, a lecturer in Digital Culture and Society at Kings College London.