What’s your anonymity worth? Establishing a marketplace for the valuation and control of individuals’ anonymity and personal data

Abstract

PurposeThe viability of online anonymity is questioned in today’s online environment where many technologies enable tracking and identification of individuals. In light of the shortcomings of the government, industry and consumers in protecting anonymity, it is clear that a new perspective for ensuring anonymity is needed. Where current stakeholders have failed to protect anonymity, some proponents argue that economic models exist for valuation of anonymity. By placing a monetary value on anonymity through Rawls’ concept of primary goods, it is possible to create a marketplace for anonymity, therefore allowing users full control of how their personal data is used. This paper aims to explore the creation of a data marketplace, offering users the possibility of engaging with companies and other entities to sell and auction personal data. Importantly, participation in a marketplace does not sacrifice one’s anonymity, as there are different levels of anonymity in online systems.Design/methodology/approachThe paper uses a conceptual framework based on the abstractions of anonymity and data valuation.FindingsThe manuscript constructs a conceptual foundation for exploring the development and deployment of a personal data marketplace. By suggesting features allowing individuals’ control of their personal data, and properly establishing monetary valuation of one’s personal data, it is argued that individuals will undertake a more proactive management of personal data.Originality/valueAn overview of the available services and products offering increased anonymity is explored, in turn, illustrating the beginnings of a market response for anonymity as a valuable good. By placing a monetary value on individuals’ anonymity, it is reasoned that individuals will more consciously protect their anonymity in ways where legislation and other practices (i.e. privacy policies, marketing opt-out) have failed.