Me2B, ad-blocking, and the personal information economy

Brands, publishers and media owners are increasingly focused on tailoring content to meet the specific needs of individuals; and fuelling this rush to ever-greater personalisation has been a reliance on access to data – every last search term, web view, and geo-tagged movement helping firms to build a profile against which advertising can be sold.

So what does a consumer get in return for handing over all this information?

Other than being fed messages that advertisers think are relevant, they usually get nothing; but all that could be about to change…

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