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This keynote will talk about a recent research study which traced the slow death of the anonymous, geosocial app Yik Yak at our university. I will provide a description of its use and decline but, more importantly, use it to understand what is at stake in the loss of the possibility of anonymity within universities in an age of data profiling, extraction and personalisation. Linking to the conference theme which explores issues at the forefront of innovation, I will use theory drawn from literatures on surveillance capitalism and the data economy to focus on developing our institutional values surrounding anonymity through and within our learning technologies.