1. A system for managing virtual and physical world interactions and transactions between two entities as a platform system, the system comprising: at least one provider, the provider configured to provide at least one of an interaction and a transaction; a communications layer configured to provide at least one of an interaction and a transaction to at least one recipient, wherein the interaction or transaction comprises providing the recipient with the ability to specify at least one combination of preferences, the preferences selected from the group consisting of sound, taste, touch, smell and sight preferences, as well providing as actions capable of happening in at least one of a physical environment and a virtual environment; the platform system storing recipient-defined identity and preferences data, the platform system configured to:; process and analyze recipient data and store said data in records tied to the recipient identity; process and analyze recipient data to identify synergies in aggregate groupings of recipient data; provide to the recipient control over the access to said recipient data via the at least one provider; enable the recipient to change its identity and preferences data in real-time via access to the platform data; and notify the provider of changes to identity and preference data of the recipient.