It will for sure and it's somehow a bit scary how much you can actually control by having big data. I'm really curious how far it will go and especially, which company will be the one having ghe most power in the end. We've got some interesting times ahead of us bearing huge opportunities for everyone 😉
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And even then, who knows what will happen with how quickly things can change. For instance, a new blockchain technology is being developed which will allow people to 'lock up' all data, such as metadata, etc, they leave behind, within the blockchain and only they can access it. So if advertisers want access to your shopping preferences or habits they would have to pay you for access to it through the blockchain.
This would of course wreak havoc upon the big data industry.
It will be interesting to see if they can get it off the ground.
I really like the idea of the private blockchain @nice-guy-eddie. This would definitely be something I'd support instantly as it's not really fair in my eyes that those big data companies just use everything to make money but don't give anything back. Your Data should be your property and like you mention above you should be able to decide what's going to happen with it.
But let's see what the future brings to us. It's definitely a very interesting tim for all of us.