In 2015, the scandal on Facebook and Cambridge Analytica Ltd, a British political consulting firm - subsidiary of the SCL Group, shook the international public opinion on digital privacy. The subject has attracted scholar attention, after 87 million mostly Facebook users worldwide, had their personal information under suspicion of data misappropriation, for political influence. In spite of the investigations conducted, a puzzling question remains: does digital privacy really exist? This article investigated the event and the role of the companies involved. Key findings point out that the sharing of personal identifiable information is a structured business model, with a vast ecosystem of providers and consumers. The article threw more light on digital privacy, and ultimately brought a full set of recommendations on data protection.