We are living in a society increasingly driven by the technical ability to turn our activities and behaviour into data points that can be tracked and profiled. This is often said to advance responses to a range of social problems but these data processes can also affect individuals or entire communities that may be denied services and access to opportunities, or wrongfully targeted and exploited. What does this mean for fairness and equality? Lina Dencik is a Senior Lecturer at the Cardiff School of Journalism.