Whether we realize it or not, simply scrolling through social media—watching videos, browsing pictures, or reading posts—gives platform owners an enormous amount of data about us. And the best part? We’re handing it over for free. Even the “deliberate” data we share gets piled up over time—day after day, month after month, year after year. The result? Well, it’s pretty unsettling. So, what’s all this personal information really being used for? The answer is simple—and a little creepy: user profiling.