It is no secret that online platforms, especially social media, collect our data to offer us targeted content. We can easily notice that the information and advertising appearing on our feeds seem particularly relevant to us. Our podcast team members Bunga and Léa decided to explore this topic not only from a legal lens but also from the perspective of behavioural sciences. They received Lauren Murphy, the lawyer, and Patrick Fagan, the behavioural scientist. This first part elaborates on the platforms’ targeting strategy and what it implies in terms of protecting individuals’ data. We talked about differentiation strategy, cookie banners and the accuracy of opposing targeted content and the rights of consumers.