We’re used to prices changing based on demand, from rideshare surges on a Friday night to airline bookings during peak holiday periods.

But now there’s a new type of pricing that’s much more targeted – personalised pricing.

It’s a price set just for you, based on how much a company thinks you’re willing to pay for something because of your own distinct internet trail.

So how do you know if this is happening to you? And is there anything you can do about it?