User data, which has become very valuable for advertisers and publishers, may now become valuable to the one remaining stakeholder.
That is, to users themselves.
This week, SRAX (formerly Social Reality, Inc. and pronounced “serrax”) joined the efforts to make that happen. It has started internal testing on a blockchain-based consumer data management and distribution system. A closed beta is expected within a month.
Founded in 2010, the LA-based firm has previously operated a supply-side platform, a data management platform, a social content management tool and a marketing and ad platform.
Called BIG (for Blockchain Identification Graph), the new platform offers a mobile app and a website app for consumers.