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Start-Ups Capitalize on Data as Currency

ONLINE PRIVACY

February 28, 2011

Entrepreneur Shane Green's company allows people to personally profit from providing companies with their personal data, which he says has become "a new form of currency." His company is one of about a dozen start-ups aiming to capitalize on privacy as marketers increasingly rely on personal data for targeted ads, The Wall Street Journal reports. One London real estate developer now offers to sell people's personal information on their behalf and give them 70 percent of the sale, the report states, while others offer products to help block online tracking or charge to remove users from marketing databases. One entrepreneur said while "privacy" was a hard sell as of two years ago, investors are now quick to jump at opportunities. (Registration may be required to access this story.)
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