Having said that, let’s play a game. If the total spend on advertising last year across all channels (tv, online, mobile, radio, news, etc…) was $200 billion (which it was) and there are 300 million people in the U.S. (which there more or less are) then the rough average amount of money spent per person on advertising last year was about $600. Of course most of that money was spent on costs other than your data, so the real question is how much do about 500 agencies and 10000 brands collectively spend on consumer data in pursuit of spending the rest of their money as smart as possible towards meeting only the people they really want to meet.
About-face is pioneering an approach to plug the individual consumer into the big data consumer brokering game without changing the way things are done today in a single way. Over time our approach will also allow us to make the value of consumer data transparent to everyone in an anonymous way.
Having said that, we are going to war for you on this. Our approach is legally oriented. When you sign our Terms of Service it allows us to act on your behalf to invoke the “Optout” rights published by all companies that use your data. This will deny legitimate companies from the use of your data without explicit permission. Our approach will work for 95% of the market that is surreptitiously browsing your interests as they follow your living audit trail. The bad actors and the politicians? Well, one thing at a time. Let’s get the horses back in the barn first of all.