Nearly 80% of people think companies use their personal data to make more money, so they're reluctant to share it. With over three quarters of people concerned about online privacy, Citizenme gives them back control of their data. But what does it mean for users and advertisers?

After revelations concerning unsolicited emotional experiments being carried our on unsuspecting members, Facebook has been trying to regain the trust of its audience. It's created Moments - an app focused on super-private sharing of photos, updates and videos.

The seeming indifference of giants like Google and Facebook to user privacy concerns could be driving net users to an increasingly viable alternative; the dark net. Kate Mew documents the emergence of an Identity Game.

“Google policy is to get right up to the 'creepy' line and not cross it,” says the company's CEO. But when does insightful personalisation become intrusive? And how do brands build lasting relationships with consumers concerned about being spied on?