The Future of Data

Enliken’s Vision for the Future: Data 2016

Profiles are now considered personal property and are rarely sold by apps or sites. Most data sales involve proxies like Enliken. Targeting has become more efficient due to the cross-pollination of Google, Twitter and Facebook data, but individuals retain control of when and where they share information.

90% of Americans use a profile management and monetization proxy like Enliken. It allows them to control the types of data shared with advertisers. They receive, on average, $10/month in value from the sale of their data. The experience of browsing the Internet hasn’t changed — advertising still helps support a suite of free services - but now users benefit from the use of data rather than invasive data collectors.

How did this Happen?

In the early 2010s, technology made it possible for advertisers to target ads based on behavior. This quickly increased the value of data, and an entire industry emerged to capture and manage it.

But the consumer was left out of the conversation. In 2013 the EU passed a “data portability” law requiring sites to make it easy for people to export personal data, and the US quickly followed suit. By the end of the year personal data monetization software was commonplace. Advertisers liked using this first party data because it was 100% opt-in, broader and more accurate.

Sites came under pressure from groups later that year for selling data that led to a number of embarrassing privacy snafus. Consumer pressure coupled with slowing demand caused by brand dollars leaving for first party data, led some sites to become “data-friends”, promising not to sell data.

These sites saw success from privacy conscious users and advertisers who placed a premium on media that was seen as more brand friendly. Eventually, in mid-2014, sites that weren’t data-friendly started to lose traffic and the tide turned; the competition from better data and consumer consensus made third party targeting data obsolete.

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