Do you know what is the most demanded resource of the 21st century? It has each of us and it's our personal data. For example in 2014, Dutch student Shawn Buckles auctioned off what he called his digital soul. The highest bid paid him $480. The deal included his emails, calendars, geolocation health records, etc.
This case is a good reminder of how we manage our personal data online.
It is well-known, that companies collect all footprints from interacting with their products, from cookies to interests and likes, selling them to advertisers and marketers. When it comes to profiting, however, the individual consumer is largely left out of the equation.