The challenge of the MorphCast project is to radically change the advertising sector, providing an innovative solution to maximise the consumers’ engagement, delivering targeted advertising to individual users while maintaining their personal data totally private and, at the same time, disintermediating the analysis of big data concerning users’ profiling and their related costs. Cynny, in fact, is proposing the first software application that enables advertisers to create instant video (MorphCast) that adapt and change in real time depending on the individual viewers’ characteristics (age, gender, taste and enjoyment): MorphCast indeed is able to profile viewers and, at the same time, maintain completely protected their personal information strictly resident in their devices.