A new breed of tech firms is aiming to revolutionise consumer rights online – 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 – and what individuals can do to prevent information being collected – or make money from it.

We also hear from Brendan Eich, co-founder and CEO of US firm Brave, it’s promoting a similar “earn while you browse” 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