Dawn Song, a MacArthur “genius” and UC Berkeley professor, thinks your data could be worth something.

It can be copied, sold, leaked—passed between companies and platforms in a seemingly uncontrollable way.

A particular data point could become fuel for Facebook’s ad algorithms, get snapped up by data brokers, or sit idly on your device.

“Without enforcement of [data property rights], anyone can take data and derive value from it without attributing value back to the original owners,” Song says.

Song’s startup, Oasis Labs, focuses on technical solutions to keep data locked down and secure.

“We need new technologies to provide better data protection,” she says.

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