Abstract: A method and data structures for obtaining, distributing, managing, and utilizing information, including online content and user biographical information, in an online networking system are presented. Profile data pointers that point to profile data structures and item data pointers that point to item data structures are employed to access users' views and media content in a manner that allows for viral copying of content throughout the system yet permits the system and content owners to maintain control over the content. Users' biographical information is developed based in part on users' behavior in the networking system, and is collected and aggregated in the respective data structures to support targeted advertising based on the data, and protection of users' personally identifying information.