Data Bartering Is Everywhere - Businessweek

Do you know where your personal data has been lately?...

"Bardin’s Waze and other companies are at the forefront of a new trend called data bartering, where companies exchange databases like baseball cards, with no money changing hands. App makers are pursuing all manner of targeted consumer data—from restaurant ratings to store hours—but it’s often expensive to acquire. Data swapping can be a win-win if both sides have complementary proprietary research. “We live in an age where the ability to capture data has never been greater,” says J.P. Rangaswami, the chief scientist for Salesforce.com (CRM). “It’s a commodity now.”"

Data Bartering Is Everywhere - Businessweek