Overdrive Magazine

June 2019

Issue link: https://dmtmag.uberflip.com/i/1124542

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6 | Overdrive | June 2019 Join all our friends at facebook.com/OverdriveTrucking Follow breaking news and commentary at twitter.com/OverdriveUpdate Subscribe to our YouTube channel at youtube.com/OverdriveMag Subscribe to our daily newsletter at OverdriveOnline.com/newsletter-signup Exercise your trucking business mind at " Overdrive's Trucking Pro"group at Linkedin.com Share and comment on photography from around the trucking world at Instagram.com/overdrivetrucking Our cover story about the value of data generat- ed through electronic logging devices raises the prospect of owner-operators getting paid for that information. Many articles have explored the potential for any individual to cash in on the trail of data le by their spending, web browsing and social media use. Some writers who sold their data found it disap- pointing — getting pennies, or fractions of a penny. Others found slightly more gold at the end of the rainbow. For instance, at its launch in 2014, Datacoup o ered users $8 a month for access to social media accounts and credit/debit card transactions. Its website illustrations now suggest payouts, at best, in the low two- gure range. More recent startups have widely varying approaches to sharing and compensation, such as Permission.io, Wibson.org, DataWallet.com and Opiria.io. Whatever the model, payo s are usually low, largely because an individual's wide-ranging con- sumer-based data needs aggregation with thou- sands of others to be meaningful. at's not always the case with the emerging market of ELD data sharing, which involves business-to-business shar- ing of highly specialized data that in some cases has value on the individual level. Insurers, for example, like to know more about their clients. e insurance sources in our stories say client data is used only for rate reductions. We hope that stance sticks, though it's hard to imagine. As the Compliance, Safety, Accountability program demonstrated before its scores were hidden from the public, fresh driver performance data becomes raw meat not only for insurers but also for carriers, brokers, shippers and the general public. e marketplace of data gatherers willing to pay consumers is broad compared to the ELD data niche, yet there is common ground — and some major disconnects. Individuals are considered to own their data, yet marketers and other businesses routinely access it, sometimes with no permission granted. ose commercial interests are making megabucks o the data, yet data owners rarely get even minibucks. ere's a growing awareness that data owners need to assert their rights of own- ership, yet how to do so, or precisely what those rights entail, isn't always clear. Is regulation needed? Probably, but don't stake your hopes there, given the speed and e ectiveness of regulation versus the speed of change in technol- ogy-driven marketplaces. How all this plays out is anyone's guess. In the meantime, learn what you can about how your data is handled — ELD and otherwise. Opt out of sharing where it's possible and when it seems wise. Sharing to get a generous discount from an insurer you trust is one thing, but think long and hard about whether it's worth the paltry price and in some cases the risk to sell your professional or personal data to an online stranger. Dollars for data: An elusive market By Max Heine, Editorial Director mheine@randallreilly.com, twitter: @maxheine Some online platforms allow businesses to bid for data about your web browsing and social media use.

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