23andMe activity advertising aggregated Airbnb algorithms analytics argue audience become Big Five Big Five companies business models BuzzFeed chapter citizens civil society actors collective commodification common complementors connective platforms connectors consumers corporate Couchsurfing Coursera data flows data-driven datafication democratic drivers economic European European Commission European Union Facebook global governments health data health platforms HuffPost increasingly individual infrastructural platforms instance interaction interests Internet iPhones journalism journalistic learning legacy Mark Zuckerberg mechanisms of datafication metrics monetization MOOCs nonprofit offer online platforms open data organizations passengers patients personalized platform ecosystem platform mechanisms platform operators platform society production professional public institutions public transport public values regulators regulatory reputation systems responsibility role sectoral platforms selection share smartphones social media strategies taxi teachers tech companies tion traffic transparency Twitter Uber urban transport user data YouTube