In light of the vast amount of information that is collected online, companies are emerging with an alternative business model that allows consumers to control their personal data, The Mercury News reports. Instead of cookies that track consumers online, some companies are attempting to create a new model where individuals could access and track their personal information and refute false personal information that might exist on the Web. Additionally, Google has launched "Me on the Web" to help individuals monitor their personal data. One startup's CEO says, "We felt like there was a huge opportunity to turn the consumer model upside-down--to help people manage, create and grant access to the best data about themselves."
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