ticket? At home, at work, at school. Where you’re jogging or dating, shopping or searching, streaming music or simply reading something. You are constantly tracked - most often without you noticing or knowing about it. When Google, Facebook, Twitter and Co. let you find information, stay in touch and entertain yourself it is by no means free. You pay with your personal data - today’s oil. Companies feast on your digital identity. They mine, store and sell information about your interests, tastes, religion, age, political belief, health, sexual orientation, even your friends. And they make billions scraping together the pieces of your identity. Fake It guides you through the maze and madness of oversharing. How to take care of your identity and reputation online. Who keeps an eye on you and why. What happens to your data, and which tools can you use, such as blocking cookies and trackers, disconnecting social buttons and - most importantly - using more identities, hiding behind pseudonyms and aliases. Your privacy is more important than the terms of service dictated by for-profit entities.