Consumer apps and services are defaulting to monetization strategies based on buying and selling personal information. That is, selling access to their users, or access to their users’ data. This extends into the advertising and martech landscapes which is designed to help brands capture more and more data about their users with the promise of better monetization strategies based on leveraging that data, but the end result is a mad scramble for every app, service, vendor, or platform to collect as much data about users as possible, often without a fully fledged notion of how it will be used now, and no guarantees of its use in the future.
Where is this gold rush for user data heading? Users seem to trade their data away willingly, but is there a backlash brewing? And what should the default relationship between a user and a service be with regards to their data?
Ad and martech will tell you it's a value exchange, but what will trust mean around user data over the next 5 years?
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