In the 3rd episode of this four-part series, Dr Aleks Krotoski gives the lowdown on how commerce has colonised the web and reveals how web users are paying for what appear to be ‘free’ sites and services in hidden ways. She is joined by some of the most influential business leaders of today’s web, including Jeff Bezos (CEO of Amazon), Eric Schmidt (CEO of Google), Chad Hurley (CEO of YouTube), Bill Gates, Martha Lane Fox and Reed Hastings (CEO of Netflix).

Aleks Krotoski also explores how web advertising is evolving further to become more targeted and what this may mean for our notions of privacy.