If you use a smartphone, you have on online profile. Do you have one or many? Are you in control of your profile? Is it based on information you are giving away, or assumptions companies are making about you? This animation looks at the ways in which our online identities are created based on our actions online and offline, and how they are used by the data industry. As our profiles become more valuable, it also looks at the new clients for these profiles in the world of finance, insurance and politics.