People have lost control over how their personal information is collected or used, big corporations are offering 'free' email, utility apps and social platforms but it requires the individual to sell his privacy without providing him with a way to choose what he's getting in return.

There are significant market failures in the personal data industry today- For Advertisers:
Shortage of quantity - The world is becoming more connected and the industry if facing ever growing demand of consumer data as more and more companies understand the necessity of using customer data in order to create the most relevant product and services and precisely optimize their marketing campaigns.

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