In this episode of Serious Privacy, Paul Breitbarth and K Royal discuss another fascinating privacy enhancing technology (PET) where individuals control their personal data. Yes, individuals control it. We met with Markus Lampinen, the co-founder and CEO of Prifina, which focuses on building an open data market, where individuals gain value from their data and developers get democratized data access.Developers are able to work with large amounts of data, such as that from personal wearable devices, without storing the actual data themselves. That is possible, because all data would be stored in private, personal data clouds owned by individuals. This approach, or similar, has been discussed for years. Can it really work, with only local processing being available? Is privacy an open-market? Is it too late to reclaim our privacy? Markus will be able to tell us all about this - and more. To learn more about Prifina, please see these two resources:Harvard article:  user-held data framework And another  arguing for personal data to be treated as personal propertyAs always, if you have any questions or comments, please feel free to contact us at seriousprivacy@trustarc.com. In addition, if you like our podcast, please do rate and comment on our program in your favorite podcast app. We also have a LinkedIn page for Serious Privacy, so please follow for more in-depth discussion. As always, if you have comments or questions, find us on LinkedIn, Twitter @podcastprivacy @euroPaulB @heartofprivacy and email podcast@seriousprivacy.eu. Rate and Review us! #heartofprivacy #seriousprivacy #privacy #dataprotection #cybersecuritylaw #CPO #DPO