The higher education sector is fast digitalising all of its operations. A large part is driven by proprietary digital products and services developed and offered by for-profit companies that shape the education technology (Edtech) industry. Edtech products come in the form of digital platforms, benefitting from user data that they collect, process, and aim to turn into an integral part of their service through personalisation and automation. As Edtech is becoming ubiquitous in university practices, the key questions for universities and their students and staff become: who owns and controls digital platforms and user data, how are they governed, and how is Edtech valuable for higher education? In this talk, I will address these concerns and discuss Edtech innovation and governance.