They know every search, every purchase, every click. Facebook, Google and Amazon are data-mining companies. More than ever, people understand how their data affects the advertising they see online. Still there is a huge discrepancy between what we knowingly give away and what uses its put to by third-parties. In episode 076 of Social Minds, we're joined by Omar Latif, founder of AI tech firm We Are Assif and ex-developer at Google. In this, he reveals what big tech and third-parties do with our data, what the pixelocalypse and demise of cookies will mean, and why deep fakes have more sinister repercussions than impersonation.