Founded by CEO Sam Barnett, Struq is a personalised advertising start-up based in London that has attracted 350 clients from 19 countries, including Nike, Adidas, Hilton Hotels and Topshop. The platform allows advertisers to target their ads based on consumers’ likes and interests.

The company’s uses cookies to track each user’s activity and is then able to show relevant products. So say, you’ve just bought a juicer from Amazon.com, brands like Lulu Lemon and Virgin Active would then be able to offer you yoga clothes and gym memberships. Barnett told Wired that Struq’s algorithms can predict with 85% accuracy and that his system makes about 3.4 billion real-time decisions a day.