A recent presentation we did for the Rothschild Foundation focused on some of the fundamental qualities of big social data and working through the vast amount of cultural artefacts that are born and remain digital. To consider the digitization of cultural practices, we discussed the growing centrality and ubiquity of smartphone devices, particularly amongst young people. Here, in part, we considered some of the more recent statistics on the increased usage of mobile phones and how these devices are enabling more and more of our cultural practices to be seamlessly integrated online. We also unpacked some of the inherent contradictions found in how we value and want to protect the data that we both intentionally and unintentionally generate. Given the parameters for the capture of our social data are rooted in privacy agreements, we looked at two of these policies–Instagram and Sunrise Calendar. Our intention was to critically examine and unpack the term ‘third party’ and finally to illustrate some of the assumptions that are often made when it comes to the protection of the data we produce online. Click here for a link to this discussion.