New companies exist to help Web users take better control of their personal data . One company , Personal , says users could one day trade data for perks , cash . Singly creates data lockers that users will use for personalized apps . They say that instead of giving away data to tech titans who turn around and use it to target advertising , users should get something in return . Google , Facebook and others have made billions by harnessing user data .
New companies exist to help Web users take better control of their personal data . One company , Personal , says users could one day trade data for perks , cash . Singly creates data lockers that users will use for personalized apps . Google , Facebook and others have made billions by harnessing user data .