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Des entreprises comme Allow ou Personal se pose en intermédiaire entre les usagers et les organisations qui souhaitent exploiter leurs données. Elles les "vendent" et en reversent le fruit aux usagers (en prenant une commission au passage...). 

Un gars qui pense qu'on devrait vendre nos données. Un de plus. J'ai laissé le commentaire suivant: What says that people can't have control on their data? We never actually tried. In the US, UK and France, there are right now nationwide programs which evaluate the possibility of a world where people have control on their data. The idea is not to mount a wall between companies and their customers, but rather to empower people with their data and allow big companies and start-up alike to create new services from people's data. The concept behind this line of thinking is called Vendor Relationship Management (VRM). Not only marketing data is quickly obsolete (as you said, it's constantly flowing), but the data is siloed (which is why Google spends lots of money buying databases) and a lot of guesswork is put into the design of new services. What if people had all their data (health, insurance, banking, telecomunications, ID…) in a personal data store and allowed companies to connect to it, on a one-app-at-a-time basis? Heaps of new ideas could emerge and new players would have the possibility to create apps tailored just for you without having to guess or spend money in shady databases. It raises several questions: what about security? Can people really manage their data? An organisation called La Fing is experimenting the idea in France to get some answers. The project is called MesInfos, And big companies are tagging along (Banking institutions, Telcoms, Insurance companies , and even Google). But what's clear right now, is that the situation - with big companies hoarding our personal data without giving much control back on it - is not a fatality. And there are certainly better answers than "Protect all your data" or "Put a price on it".

"As these 3 key trends converge we're going to see a blurring of the lines between online and offline retail, with consumers having a more tailored and personalised in-store experience and with retailers gaining a better understanding of (and ability to influence) the end to end purchase process for each individual customer. Loyalty programmes play a key and central role in all of this as a means of proactively gathering consumer data in an opted-in manner and allowing appropriate reward and recognition to be given back. This will result in "you and yours" - your data, your behaviours, your friends, your experiences - being a central theme for 2012. I probably say this every year, but 2012 is going to be an exciting time in loyalty marketing!"

"openPDS allows users to collect, store, and give fine-grained access to their data all while protecting their privacy." Projet du Human Dynamics Group du MIT.

Jawbone wants users to do more with their activity data and it plans to collect even more of it in the future. The company is making two moves today to accomplish those goals: it's allowing Up fitness band data to be shared with other activity-tracking apps via a new API, and it has acquired competitor BodyMedia.