Advertising — what was quaint is now quantifiable — rooted in hard science, complicated math, and high technology. What was once best guesses and creative leaps, is now precise, targeted surveillance and 'Big Data'. In fact, it's data that happens to be very personal, used to design advertising specifically tailored to influence us at the precise moment we are most ready to spend. Is this the height of convenience...or the end of a private, respectful society?
YOU'RE SOAKING IN IT weaves the 'behind—the—scenes' making of a modern ad and explores the broader related issues of big data, privacy, freedom, creativity, loyalty & informed consent in the digital age. The film examines a changing social culture of those who have become the most important influencers of our time — from the 2—martini lunch 'Mad Men', to the algorithmic computer and math scientists of today's advertising world, the 'Math Men'.