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A new breed of tech firms is aiming to revolutionise consumer rights online 鈥� making us invisible to advertisers unless they pay us for our data.

Presenter Ed Butler visits London-based start up Gener8 and speaks to founder Sam Jones. Sam explains how digital marketing works 鈥� and what individuals can do to prevent information being collected 鈥� or make money from it.

We also hear from Brendan Eich, co-founder and CEO of US firm Brave, it鈥檚 promoting a similar 鈥渆arn while you browse鈥� model. And it has 25 million active monthly users.

And, Ed asks, if everyone increases their privacy, what will that do to the modern digital economy?

Presenter/producer: Ed Butler

Image: Women in Tokyo looking at phone. Credit: Getty