Battle brewing over control of personal data online

In times when Internet companies have made billions of dollars tracking people's online behaviour and using that data to target advertising, privacy concerns grow in Washington and Europe over the voluminous personal data being collected online and through smartphones. This raises a wave of startups that hope to create a new business model for the use of that data.

"There will be a very large privacy company, or maybe a few, to help manage these choices for people, because we are creating a ton of data, and that data is not going away, and consumers want to manage it," said Owen Tripp, co-founder of Redwood City-based Reputation.com, which provides customers with a report on their online reputation.

Consider Personal, a startup that launches this summer, will offer a service to help people make money from their personal data. The company would act as a data agent, allowing users to say what they need to buy and then some relevant ads would be send to them.

Another company, San Francisco-based Singly, wants to allow people to collect and own the personal data they generate online. Then, users would be able to select any pieces of their own data to power a new generation of highly personalized smartphone apps.

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