Here's why the data industry is in dire straits — and what will save them. (Hint: it's us.)

Here's why the data industry is in dire straits — and what will save them. (Hint: it's us.)

Demand for privacy = data ain't so cheap anymore.

• Personal data acquisition costs per customer must go up in relation to the number of individuals applying ad-blocking or using systems that include privacy by design.

Better tech costs more.

• Cost for inferring customer intentions increases with the sophistication of the aggregation and tracking techniques that need to be used as well as the size and scope of the personal data chain required to get the raw data.

Possessing data can be kind of scary. And again, expensive.

• Cost per unit of retaining personal data is going up because of compliance and litigation risk - the more personal data you have and the longer you retain it, the more likely it is that you will have a breach or adverse publicity leading to regulatory or civil action.

When people find out you're spying on them, it's, again, expensive, and hard, to keep them as customers.

• Customer retention costs increase inversely in relationship to customer trust, which is bound to go down as a function of the first three items.

But there's a solution.

In short, JLINC updates the pre-Internet, static "notice and consent" paradigm, with a dynamic, state-of-the-art protocol. At the end of the day, JLINC's permissioned data protocol harnesses the energy of engaged users to drive new markets.

Some people say data is the new oil — but exploitation of personal data isn't sustainable, either.

JLINC permissioned data is the new solar.