David Carroll, a professor at Parsons School of Design, is on a quest to take his data back from the UK-based consultancy firm Cambridge Analytica. His journey leads him to Carole Cadwalladr, the investigative journalist who exposed the conspiration between Facebook and Cambridge Analytica and the role it played in the 2016 U.S. presidential election and Brexit in the UK. The documentary then focuses on Brittany Kaiser, a former Cambridge Analytica staffer, and her exposés.