Personal data as a currency doesn’t have to be all bad

A huge debate started after Trump’s decision to allow internet services providers (ISPs) to sell their customers’ browsing data. We’ve yet to see how this exactly plays out, but one thing is certain, data is becoming more and more valuable. We spoke to John Marshall, Chief Strategy and Innovation Officer at Lippincott and a Professor of Marketing at Dartmouth College, about the future of the data we inadvertently produce. Marshall worked on Lippincott’s Customer of the Future series on what will happen to personal data in the next five to 15 years. The series is built on extensive research and tries to…

This story continues at The Next Web


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