‘In a lot of ways Facebook is more like a government than a traditional company’, Mark Zuckerberg pondered in a recent interview. This chapter examines platformization as the rise of a new form of private regulation based on data power. Platformization signifies a shift from the top-down, population-based, and categorizing view that characterized state control in high modernity, to the forms of power afforded by new data epistemologies: bottom-up, cluster-based, relational, and fluid. Society is suffused and intertwined with code – producing sociotechnical assemblages which can be designed and engineered with precision as complex systems.