Consumers Are Coming for Their Data, and Some Companies Are Giving Them Control

Letting users decide how their information is used and monetized

Ask any marketer about data and watch how fast they salivate. However marketers collect data—either directly from consumers or purchased through data miners—the advertising industry just can’t get enough of those bits of bytes. Otherwise, how would they sell their wares?

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This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.