Who owns consumer data? Do consumers trust companies with their data? Will consumers embrace new technologies that reveal more information about them to companies? Are companies ready to respond to changing attitudes about consumer data? These are core questions that investors need to consider about data privacy, the option to shield our personal data from public view or corporate use and sale. Currently, companies have largely unfettered access to the data they gather about consumers, even astechnologies make it possible to know more about consumers’ online (and offline) activities. By some estimates, the number of devices connected to the internet will rise from 8 billion today to 100 billion by 2030.