Internet giants such as Google make billions from tracking our online activities and selling data to third parties but we get little in return, according to one entrepreneur, who wowed Dragons Den with his plan to change that.
The founder of web browser Gener8, Sam Jones, wants to put the power of data ownership back into the consumer s hands – effectively giving them the ability to turn themselves into an affiliate - and he says this can better reward publishers too.
Gener8 lets internet users choose whether to share their data and be rewarded if they do so - and it claims it can enable publishers to monetise users who would otherwise be using ad-blockers.