Maintaining sensitive user data sets just got a lot more risky and a lot more expensive. It's time to shift the conversation from collecting and protecting user data to respecting user autonomy and privacy. That's where consent-based calibration comes in.

Consent-based calibration shifts control of the data that defines who we are online back to users.

Imagine a world where you get online and are greeted, not by a now ubiquitous banner asking you to consent to allowing your cookies to be tracked, but by a clear and visually dynamic set of options, each one offering a different website browsing experience.

Consent-based calibration isn’t a new approach to relationships—person to person or person to organization—it’s a different way to think about who designs our day to day experiences, and ultimately, who controls our lives.

Accurate content personalization is a large technical feat, combining client side behavior tracking, data analytics, machine learning, and hand-built segmentation to deliver valuable experiences to end users. Consent-based calibration bypasses many of these technical challenges.