With every Google search, Amazon purchase and Facebook like, you generate a digital profile of your habits and interests for advertisers to target. It may seem invasive, but selling personal data is necessary to maintain free online services – so how can brands de-stigmatise the use of this info?

Advertisers are always seeking ways to catch the consumer eye, and they’re now moving beyond tailoring messages merely based on age and gender. Canvas8 spoke with Christopher Summers, assistant professor at the Darla Moore School of Business, to find out why behavioural targeting really sells.

With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

The Apple Watch launched in April 2015 with an array of sensors to measure a user’s pulse, movement and location. Touted as a health and productivity aid, the watch is the most mainstream product to gather bodily data in the form of biometrics. But should brands know our every measurement?