In 2011 a new app called FourSqure became wildly popular. It allowed people to "check-in" to a location so other could see where you are. This might be a stupid service to provide, but still 55 millions people signed up generating over 6 millions of check-ins. Think about all the data that got created about places and people. Local is the Lo in SoLoMo, the buzz word. Local is not only about location, it´s also about your digital track record. Over 70% of Netflix users watch the films recommend. Facebook and Google customize the content the provide to you, presumably to create a better user experience. However, there are some problems with filtering too much. We might get stuck in a bubble and never exposed to new ideas. Everything we do is tracked, creating digital footprint. Mining data to understand people´s behaviour is getting to be a huge and valuable business. Advertisers see opportunities in getting direct to their target groups.