Today, demand-side platforms, supply-side platforms, ad exchanges and agency trading desks all traffic in online user data. Given the proliferation of data combined with technologies delivering ever
greater personalization, will everyone in the future have a dashboard for selling their own data? The idea of giving people the ability to market their own data like one-person agencies has been
around for some time but still hasn't been put into practice. But if media buyers think things are fragmented now, giving everyone their own trading desk could take things to whole 'nother level.
