Every click, purchase, and location ping feeds a market few people ever see. Director Martijn Kieft examines how internet companies gather personal data and turn it into a commodity, tracing what happens to information once it leaves a user's device and enters the systems of advertisers, data brokers, and tech platforms. The film lays out the mechanics of this trade: how profiles are built from browsing habits and purchase histories, how that data gets priced and sold, and what companies can predict about a person once enough of it accumulates. Interviews and examples from the data industry illustrate just how detailed and valuable an individual profile can become, often without the person's knowledge of the full extent. The film treats this not as a hypothetical privacy concern but as an existing economy with real transactions, real buyers, and real consequences for the people whose data fuels it.