For their investigative and artistic data experiment MADE TO MEASURE, the group Laokoon creates the doppelganger of a person unknown to them based solely on their personal online data. Five years of this person's life were reconstructed and filmed in detail on a large theatre stage. A few months later, the original and her datafied double met. The spectacular experiment becomes tangible on an interactive storytelling website, where visitors can experience what conclusions can be drawn about a person's character, psychology and future behavior though algorithms. Laokoon exploits the potential of digital storytelling and invents a novel and complex narrative form about and through the internet.

The and one-of-a-kind cross-media project MADE TO MEASURE also includes a TV documentary that uses concrete examples to illustrate how online companies, advertisers and other data traders use the information they collect to profit from peoples’ weaknesses, insecurities, illnesses and addiction potential. Several experts, such as a former Google marketer, an expert for psychological targeting, a former Youtube developer, a psychologist, as well as data analysts, privacy activists, journalists and philosophers, shed light on the mechanisms of online advertising and personalized content on video and social media platforms.

But couldn't behavioural data also be used for the benefit of humanity? What forms of manipulation do we think of as socially acceptable or even desirable? MADE TO MEASURE allows visitors to experience in an impressive way how far-reaching the insights into our inner lives and our most intimate secrets are, which we grant Google, Facebook & Co. every day. And it poses the big philosophical question: Does the idea of individual autonomy become obsolete in the digital age? Who determines who we are and who we think we are?