How consumers can earn money from their data

Coming to Killi, an application that has all the consumers on the planet as potential customers.

“Our philosophy has always been that the consumer in this trillion-dollar data market is unfair when they try to find out who has their data – it’s completely obsolete.”

Neil Sweeney summarized the need to manage Killi, a web and mobile app that allows consumers not only to control the distribution of at least some of their data but also to benefit from its use by brands. Sweeney is the founder and CEO of Killi, originally created by offline attribution firm Freckle IoT, which he also founded.

The irreversible trend of privacy. The trend to protect consumer data rights, which received a strong boost from AVG in Europe and now in the US with CCPA, and now CPRA, is irreversible, Sweeney said. “The identity of the consumer is the property of every consumer. It is therefore rapidly coming to an end for an industry that has focused on what is right for the past twenty years.

However, according to Sweeney, the idea that consumers can manage all their data has failed. “The romantic idea of trying to give consumers control over all their data – it doesn’t work, it’s too much data; that genius came out of the bottle. Killi was launched to allow consumers to create an account, enter their primary details, and agree to share them in whole or in part: consumer reward, cash compensation.

But the initiative didn’t start well, Sweeney admits. “There was a slight disconnect – you need to be compensated for your data and, by the way, here’s a survey.” Enriching primary data with research information was not feasible, which Sweeney wants to find out more quickly. ‘We know it doesn’t increase, it puts a lot of pressure on the consumer and creates a lot of fiction. Are consumers likely to import and research the product every day? No.”

Set it and forget it. Instead, Killi has adopted a passive “set and forget” model, where consumers choose what they want to share and then make the data available to Killi customers. Participants receive a Killi salary – an automatic weekly deposit into their Killi wallets that reflects the data they are willing to provide (note: we’re talking a few dollars, not a significant income stream).

To be clear, Killi doesn’t give consumers control over all of their data. It doesn’t stand between the consumer and Google, Facebook, and all the countless existing data scrapers, it just goes to the data that goes to Killi’s customers. Brands and publishers can reach audiences at Killi, knowing that data is compatible and provided with permission and consumers are compensated. Killi calls them “fair trade data”.

In any case, Sweeney believes that the days of anonymous data collection – the collection that takes place everywhere without the consumer noticing – are numbered. ‘These companies [database brokers] will be zero and the reason for that is: if you don’t have a way to communicate with consumers, how can you keep up? But the reality is that you don’t.

Growing awareness. Killi has 100 million accounts in the United States alone, but the question is: if it’s so easy to make money from a Killi account, why doesn’t everyone have one?

“Every consumer over the age of 16 on the planet is a potential customer for Killi, so the possibilities are great. I think it is a challenge for consumer awareness. We get data from Uber or Warby Parker without overloading the consumer. “If you look at Robinhood acorns, you will see that they are brands that are technically centered on the consumer who has moved to complex sectors [economy and commerce, respectively] and used them with ease. We have this. we tried to do the same, but we did it. “

A collaboration with Narrative. Killi works with selected data providers to provide fair trade data to its customers; recently with the business data flow narrative platform. “This is a company that works with big brands to help them navigate the data ecosystem; they are anti-data brokers. If they work with a company like Nielsen’s Trade Desk, instead of Nielsen’s Trade Desk”, they collected 20 different individual data sources. . Like Killi, Narrative handles all data and engineering flow in 30 different countries.

In other words, these are killi distribution options. Killi already has direct integrations with MediaMath, LiveRamp, Lotame, Adsquare, and others. “Now we are in the story. Each benefit advances our agenda to try to take our data to the places where people buy it so that we can convert the part of the data that does not match.”

Why do we care?

Killi has big ambitions, but I think it would be a good choice to pass on the profits from consumer data to consumers.

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