If passive data are worth hundreds of billions of dollars when sold by third parties, the data that individuals choose to share? reliable, honest insights into their motivations as consumers? should be worth much more. By recognising the individuals behind the data, companies can access and share in that value, within a fully inclusive data economy.
Beyond enabling individual internet users to monetise their data, this model would benefit data buyers by connecting them more closely to consumers— not least by diminishing the mistrust that can arise…
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