Infomediary
Encyclopedia
An infomediary works as a personal agent on behalf of consumer
s to help them take control over information gathered about them for use by marketers and advertisers. The concept of the infomediary was first suggested by McKinsey consultants and professors John Hagel III
, and Marc Singer
in their book NetWorth.
Infomediaries operate on the assumption that personal information is the property of the individual described, not necessarily the property of the one who gathers it. The infomediary business model
recognizes that there is value in this personal data and the infomediary seeks to act as a trusted agent, providing the opportunity and means for clients to monetize and profit from their own information profiles.
One of the first focused implementations of the infomediary concept was an online advertising company called AllAdvantage
.
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
s to help them take control over information gathered about them for use by marketers and advertisers. The concept of the infomediary was first suggested by McKinsey consultants and professors John Hagel III
John Hagel III
John Hagel or John Hagel III is an author and former consultant who specializes in the intersection of business strategy and information technology. In 2007, Hagel, along with John Seely Brown and Lang Davison, founded the Deloitte Center for Edge Innovation...
, and Marc Singer
Marc Singer
Marc Singer is a Canadian-born American actor best known for his roles in the Beastmaster film series and as Mike Donovan in the original 1980s TV series V.-Personal life:...
in their book NetWorth.
Infomediaries operate on the assumption that personal information is the property of the individual described, not necessarily the property of the one who gathers it. The infomediary business model
Business model
A business model describes the rationale of how an organization creates, delivers, and captures value...
recognizes that there is value in this personal data and the infomediary seeks to act as a trusted agent, providing the opportunity and means for clients to monetize and profit from their own information profiles.
One of the first focused implementations of the infomediary concept was an online advertising company called AllAdvantage
AllAdvantage
AllAdvantage was an Internet advertising company that positioned itself as the world’s first "infomediary" by paying its users/members a portion of the advertising revenue generated by their online viewing habits...
.