Marketplace’s Molly Wood spoke with Jim McKelvey, co-founder of payments and processing company Square, to hear about his latest startup called Invisibly, which charges a fee for individual articles but provides an option to earn free articles by providing data. McKelvey argues that much of the user frustration with advertising technology comes from a lack of control over what data is collected. “We're not saying we're going to fix it all at once, but we're saying that we're going to do this on behalf of the people whose information is the currency. Give me control [over] how I spend my attention just as I have control over how I spend the dollars in my wallet,” McKelvey said.
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