Adweek reports on the trend of consumer-controlled personal data, a business model where individuals manage their personal data such as shopping behaviors in exchange for cash or points:
“Through so-called “data lockers” or similar kinds of online destinations—places, in essence, where selected streams of information can be deposited and managed—they offer tools that help consumers decide how much data they want to share, with whom and for what purpose. Describing it as a win-win situation, these companies say that in exchange for sharing data, consumers can receive deals and, in some cases, cash, while marketers can reach consumers on their terms, gaining the insights that will make their offers even more relevant and effective.”
While there are numerous concerns about privacy and consumer engagement with such services, users will be quick to adopt if offered monetary gain.
http://www.adweek.com/news/advertising-branding/whose-life-it-anyway-137537