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Consumers can exert some control over their ad stream, and view and control their data. Brands can open a lead nurturing dialogue. Consumer "first person" data • Consumers can replace lame ads with ads & ad services from favored brands • Brands know who their audience is & can avoid those who don't want their ads Consumer privacy • Consumers can view, delete, or contribute to their data profile • Brands build trust by providing a transparent consumer privacy solution