"Math men" have replaced the "mad men." Advertisers today have access to an unprecedented level of data about us, our preferences and predilections. With porous levels of digital privacy, advertising is no longer simply something we see, it?s what surrounds us in every new arena. Ads are no longer targeted to us based on creative teams thinking up marketing strategies?they are the result of perpetual surveillance and collection of personal information. Director Scott Harper?s meticulously researched You?re Soaking In it, a Hot Docs Festival hit, reveals the inner workings of advertising today, and its hidden impact on our daily lives and the way we spend. http://ow.ly/s4sh30fIwjL​