Reimagining data privacy and monetization as we know it today The Facebook and Cambridge Analytica scandal in early 2018 once again caught the attention of the general public on the implications of poor data privacy policies managed by a centralised enterprise. Over the past five years, Facebook reportedly shared the data of 87 million users with Cambridge Analytica, without explicit user consent and knowledge. For many, there was a growing realization the enterprises and platforms they use, trusted and shared their information with on a daily basis – such as Facebook, Google, Whatsapp, and WeChat – were potentially exposing very private and sensitive data for the benefit of their ad-targeting efforts.