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Take back control of your personal data and stop pesky trackers.
Built by eyeo, the creators of Adblock Plus. Uses spectacle. It’s a new take on ad blocking with a view towards supporting publishers: blocks nefarious tracking but shares anonymized data on the user’s interests with websites, allowing for some advertising.
We have a partnership with them.


Home · Solid
Tim Berners-Lee's new project. Each user needs a Solid Pod, hosted in the cloud (as opposed to PolyPoly's polyPod's edge storage).
Solid lets you bring your data together into a decentralized data store called a Pod. It is like a personal Web server for your data.
  • You control the data in your Pod.
  • It is all stored and accessed using standard, open, and interoperable data formats and protocols.
  • Any kind of information can be stored in a Solid Pod.
  • You can share slices of your data with the people, organizations, and applications you choose, and you can revoke that access at any time.
Because everything is interoperable, different applications can read and write the same data, instead of creating new data silos that make your data difficult to use in its entirety.
A Solid Server hosts one or more Solid Pods, accessible via the Solid Protocol.
A Pod hosted on a Solid Server is fully compartmentalized from any others. It has its own set of data and access rules, and is fully controlled by whoever it belongs to (i.e. you).
You decide where to host your Pod. You can opt to have it hosted for you by an expanding network of Pod Providers, or you can host it yourself.
You can also have more than one Pod, hosted in different places. This is effectively transparent to the applications and services you use, because your data, wherever it is hosted, or data that has been shared with you, is all linked through your Identity.
You can store any kind of data in a Solid Pod, and you can determine who or what can access that data at a granular level, using Solid’s Authentication and Authorization systems.
The linked data model makes the data you store interoperable by using open, standard formats, that can be validated by the Solid Server to ensure data isn’t corrupted by disparate applications.
This means that you can share select portions of your data with other people and groups you trust, or with an emerging ecosystem of applications and services, that can read and write data in your Pod using standard patterns for application interoperability. And just as you can share your data with others, they can also share their data with you. This creates rich and collaborative experiences across a combination of both personal and shared data.

Privacy Cloud

Home - PrivacyCloud
They have a data wallet called nodo, which asks the user what they're interested in. They use these intent data to earn high bids from advertisers. Users log in to publishers websites using nodo, getting paywalled content for free (nodo pays the publishers).
Advertisers, Publishers, and People united by an entirely new experience that benefits all three.


PolyPoly is not easy to describe. It's made up of 3 linked organizations:
polypoly.coop — The Cooperative enables the community to control and monetise their private data within a secure infrastructure.
polypoly.com — The Enterprise produces higher value for the economy because it processes higher value rather than higher volume data.
polypoly.org — The Foundation reinforces the GDPR since it is baked into the infrastructure, and reduces costs as it is decentralised.
They're big on data sovereignty and data unions, which they call cooperatives, but they seem to see it as "one data union", or "one data union for each relevant jurisdiction", rather than an open framework for several unions to compete. They also have a stong political stance of Europe vs the World.
Their CTO, Felix Dahlke, used to be the CTO at eyeo.
This VentureBeat article helps shed some light:
Polypoly is trying to take a more comprehensive approach in order to attract users and enterprises. The goal is to make respecting privacy a cheaper and more economically effective option for companies, one that outweighs the economic drive to hoover up as much data as possible and lock it away from consumers. To do that, Polypoly has created three structures: a foundation, a data cooperative, and a for-profit company.
These three pillars are designed to offer a new data deal. Enterprises can harness the unused computing power on edge devices as a way to lower the capital costs involved in constantly expanding and maintaining data centers. On the other side, users would effectively rent their computing power while also keeping all of their personal data locally on their devices.
At the core of this system is a technology called the polyPod, an application that creates a decentralized network for computing. Consumers can download it as an app that runs on their devices, including laptops, smartphones, tablets, and connected devices. Dittmar said polyPod will take advantage of advances in edge computing and the rollout of 5G networks.
They claim polyPod (similar to Solid Pods) will release soon. From their Technology page:
The polyPod ensures that your data is no longer sent to central servers for storage and analysis. This is processed on your end devices.
For data analysis, the polyPod accesses the unused computing power of your devices to replicate the functionalities of a server. You now have a private server operating across all of your personal devices, and that you control. Easily download and install it like an app.
With the polyPod you can grant third parties access to personal data, and your computing power. To friends, companies - whoever you want - for a fee, or as a donation. Who may access your polyPod or use your computing power, and for how long, is always up to you.

Rearc and PRAM

Project Rearc: An Industry Collaboration to Rearchitect Digital Marketing | IAB
Partnership for Responsible Addressable Media
Partnership for Responsible Addressable Media
Project Rearc is an ad industry initiative, led by the IAB, to ensure targeting capabilities don't die with the third-party cookies currently powering them:
get stakeholders across the digital advertising and media supply chain working together to make the internet a better place for consumers – marrying the value of privacy, personalization, and community
They're specifically "not creating an identifier product/service", but standards and guidelines:
Tech Lab proposes to develop rigorous technical standards and guidelines that inform how companies collect and use such an identifier so that:
  • Consumers are in control of the use of the ID and any related data. Any privacy preferences attached to the identifier are strictly followed.
  • The identifier is sufficiently encrypted so that it cannot be reverse-engineered to identify the person.
  • Brands and publishers have auditable, technical assurances that third-party vendors cannot track consumers on this basis without explicit consent.
  • Third-party vendors are able to execute on behalf of trusted first parties, without compromising any of the above objectives.
PRAM is a similar initiative:
PRAM is a joint-industry initiative to advance and protect critical functionalities like measurement and attribution for digital media and advertising, while safeguarding privacy and improving the consumer experience.
“When PRAM started there was still… a contingent that had hoped… we’re going to push for more of a user-controlled environment, but something that did maintain a lot of the functionality of [third-party] cookies. I think, at this point, it’s pretty clear; we’re not going to get 100% to that,” said Buchheim, adding that general support “is fading” to build cross-site trackers that don’t require user permission.
Instead, PRAM is focusing on supporting three scenarios of ad targeting:
  • When there’s a user-consented ID available (like Unified ID 2.0, which is based on email addresses users provide to publishers)
  • Cohort-level or on-device targeting, the new norm within Google and Apple’s environments
  • When there is no ID or cohort available for targeting, and instead relying on contextual data or audience segments
All three ways of serving targeted ads can happen in tandem.
Both these initiatives are cooperating:
Since this initiative launched a year ago, we joined forces last summer with PRAM (the Partnership for Responsible Addressable Media), which brings together business, policy, and technical efforts across a full range of industry stakeholders.

Google's Privacy Sandbox and alternatives

In order to mitigate and control the impact of their commitment to killing the third-party cookie, Google launched the Privacy Sandbox as an umbrella under which they issued FLoC, TURTLEDOVE and other proposals with the goal of providing a privacy-preserving alternative to targeted advertising. The industry has naturally been busy with counterproposals.
FLoC is designed to help advertisers perform behavioral targeting without third-party cookies. A browser with FLoC enabled would collect information about its user’s browsing habits, then use that information to assign its user to a “cohort” or group. Users with similar browsing habits—for some definition of “similar”—would be grouped into the same cohort. Each user’s browser will share a cohort ID, indicating which group they belong to, with websites and advertisers.
FLEDGE outlines an early prototype for ad serving based on Chrome’s original TURTLEDOVE framework and encompasses a bunch of different components from other sandbox proposals, including Criteo’s SPARROW, Dovekey from the Google Ads team, Magnite’s PARRROT and Nextroll’s TERN.
[Quick primer: TURTLEDOVE suggests moving the ad auction into the browser and serving ads based on FLoCs rather than cookies. In response, SPARROW called for placing control over bidding, rendering and reporting with an independent, trusted third-party server. The Google Ads team responded with Dovekey, which introduces the gatekeeper concept from SPARROW into TURTLEDOVE. PARRROT proposes refining TURTLEDOVE further by allowing publishers to retain control of the auction. And TERN calls for reducing the number of background network calls a browser will need to make to a DSP.]
All of these projects propose to intermediate the user's relationship with publishers and/or advertisers to varying degrees. All proxy the ad requests in one way or another (e.g. for anonymization), but FloC and TURTLEDOVE also have local bidding capabilities.
These efforts are being coordinated by the W3C's Web Advertising Working Group. Below we list the most popular ones — see this W3C list for a more comprehensive overview.
Main purpose
Privacy-aware alternatives to third-party cookies
A general umbrella under which their other proposals (FLoC, FLEDGE etc) are being developed.
FLoC (Federated Learning of Cohorts)
Audience segmentation (targeting)
Browsers assign cohorts to users based on their browsing behaviour.
FLEDGE (First Locally-Executed Decision over Groups)
First implementation of TURTLEDOVE. Advertisers add users to Interest Groups (cohorts) using snippets of code on their sites.
TURTLEDOVE (Two Uncorrelated Requests, Then Locally-Executed Decision On Victory)
Moves a lot of the advertising logic to the Browser, in the name of protecting user privacy.
TERN (TURTLEDOVE Enhancements with Reduced Networking)
SPARROW (Secure Private Advertising Remotely Run On Webserver)
PARRROT (Publisher Auction Responsibility Retention Revision of TurtleDove)
PIGIN (Private Interest Groups, Including Noise)
Deprecated in favor of TURTLEDOVE
SPECTACLE (Sensible Privacy Enablement by Clustering Targeting Attributes in CLiEnt)
Audience segmentation (targeting)
Counter to FLoC. Used by Crumbs. Like FLoC, it assigns cohorts to users. It proxies ad requests, anonymizes them, and augments them with cohort information.
PARAKEET (Private and Anonymized Requests for Ads that Keep Efficacy and Enhance Transparency)
Audience segmentation (targeting) and retargeting
Counter to FLoC and TURTLEDOVE.
None of the current proposals meets all current advertising use cases, and collectively they seem to be disempowering ad networks. See below for great overview by the W3C of key advertising use cases that depend on cross-site data sharing, grouped by the needs of advertisers, ad networks, publishers and users — and how they stand to be supported with the current initiatives.
web-advertising/support_for_advertising_use_cases.md at main · w3c/web-advertising


Optable helps with identity resolution by integrating with a website's authentication solution and offering their own lightweight one. It helps build audience segments that get sold to advertisers. It also allows smaller publishers to group their audiences together for larger addressability.

Gener8 Ads

Gener8 | Control and be rewarded from your own data
Gener8 is a new browser which lets users toggle between privacy and rewards.
In rewards mode you earn points any time your data is used. You can redeem these for products, vouchers or donations to charity. [...] Gener8 monetises your data on your behalf by tailoring the adverts that you see and by anonymising your data and using it for research. In return, you earn points which you can exchange for products, vouchers or donations to charity in our marketplace.
In privacy mode we ensure that you have a private browsing experience by stopping companies from tracking you. [...] We prevent our browser from sending out sensitive data to thousands of third party tracking and advertising companies. We also remove (almost) all of the advertising that you would otherwise see online for a cleaner, faster browsing experience.
This toggle can be applied to individual sites as well.
They also (somehow) help publishers fight ad blockers and get audience insights:
Ad Block recovery:
  • Recover inventory that would have been lost
  • Users who see ads have opted in
  • Revenue share on recovered revenue
  • No negative impact to UX
Audience Insight:
  • Age, gender, demographics
  • Declared interests
  • Purchase behaviour
  • We don’t rely on cookies instead we use our relationship with users to enable you to understand your audience in much more detail.

YouGov Safe

YouGov Safe
the richest, most comprehensive cross-device and cross-stream datasets to hit the insights industry, utilizing permissioned streaming, gaming, shopping, search data and more
They use their browser extension to collect user data and reward users for it.
Get Paid for Your Data
YouGov Safe allows you to earn cash for sharing your data.
You Are In Control
Using YouGov Safe means you can choose which data sources to share, for example, your Netflix viewing history or Amazon purchase history.
Benefit From Your Data
Sharing this data is the same as filling in a survey on YouGov, only easier. Instead of telling us about every Netflix show you have watched this year, one-click can do it for you!
It's unclear how payments will happen:
How do I get paid or earn rewards for sharing my data?
Every time you choose to add data for a specific source, points will be applied to your YouGov member account.
Last modified 5mo ago