How do we earn money with consumer data?

A question which concerns both consumers and organizations.

Data is often called ‘the new oil’. But who owns this oil? Who profits? And how do we profit from it while respecting each other and legislation?

Both organizations and consumers can profit maximally from data if they could interact in an equal position. As long as the World Wide Web is nothing more than the sum of an increasing number of accounts (and their user names and passwords), there is no equality and a win-win situation is far out of sight.

The solution: let the consumer partake in the digital network and work on a transparent trust relation!

Influence on online advertising
Being online, making sure your target audience can find you and making money by showing ads to this audience is the way many organizations on the World Wide Web function. Everyone is so used to this model that ‘free content’ has become the standard.

Publishers want to sell the available advertising space as efficiently as possible and advertisers mainly focus on price, place, reach and audience. When online measuring tools (cookies, Google clicks, Facebook tracking, behavior on smart-TV’s) become more developed, organizations get better insights in the results of advertising campaigns. Links are made with the target audience and the conversion which follows from the ads.

Advertising in this particular way has created a trade in data. Many people worry about the trade in data, resulting in many people installing ad-blockers: the trust is gone. At the other side of the spectrum, many publishers and web initiatives fully rely on advertising revenues to exist. So what is a fair and transparent trade? The necessary transparency and equality not only concerns the notion that consumers should have access to the profile a publisher has of them, it also includes the possibility to change this data. Consumers should be able to compare their profile with their actual personal preferences. The ‘validated anonymous’ profiles could, with permission of the consumer, play a role in the ‘game’ between publishers and advertisers. The result is that every visitor gains maximal control on the web, resulting in both more relevant content and more relevant ads.

This future vision is possible on the basis of the Qiy Trust Framework and is called ‘intent casting’: I determine what I want to see and hear and I’m empowered to link supply and demand.

We are more than happy to explain face to face how this way of working can lead to new business opportunities and long term profit possibilities.

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