This document discusses a project concept about analyzing the mechanisms and social/cognitive influence of digital analytics and algorithms applied in commercial services. It aims to identify optimal user personas based on how data analytics and algorithms track online ads. The document outlines tracking by Google Display Network, the types of user data Google collects, trends in single-person households and mobile shopping, and how tracking algorithms work. It suggests improving tracking algorithms and user ad settings to create a more secure, controllable and validated digital experience. Next steps include analyzing Google and Criteo algorithms and designing optimal personas through data analysis and measuring cognitive influence.