In 2017 alone, US companies spent upwards of $10 billion on third party audience data. And while generally speaking, people were once indifferent or oblivious to the way personal data was collected, the tide has certainly turned. In the wake of the Facebook/Cambridge Analytica scandal, people are more aware than ever of the tenuous nature of data collection, and more concerned about how securely tech and financial institutions catalog this data. And with good reason: according to the Identity Theft Resource Center, there were 1,579 data breaches in 2017, an alarming 44.7 percent uptick from the year before. The world…

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