Good student plan for some. Violation of personal data rules for others. The least that can be said is that the project of the start-up Tadata to collect the data of young people to sell them for remuneration makes a lot of ink and revives above all the debate on the heritage of personal data.
At the origin of the Tadata project, two entrepreneurs from the world of education, Alexandre Vanadia and Laurent Pomies. Their idea is in 10 words: your data interests brands. Enjoy. Sell them!
“Personal data is exploited and marketed to the detriment of users. Among them, young people aged 15-25 are the most exposed because they are the most connected. They are subject to significant targeting by advertisers, to whom they earn billions of euros each year: a pact whose users do not see the color,” explains Alexandre Vanadia.
Together with his partner Laurent Pomies, he decided to change the game by offering young people to monetize their data in exchange for connecting with advertisers corresponding to their interests and needs.
Students register on the Tadata website and choose the information they wish to share (school attended, higher education planned or in progress, professional ambitions, consumption habits, financial means, etc.). Once this information is collected, Tadata can better target advertisers who meet their needs. The young person receives compensation in exchange for this assignment for each advertiser.
“According to what advertisers have been charged, after removing structural and human costs, we systematically keep only a smaller share than the user receives,” the contractors promise. On this basis, a young person can expect to earn between 3 and 30 euros per month, depending on the data he provides and interested advertisers.
Payments are made in the form of transfers or gift cards, through a partnership with Wedoogift.
Laurent Pomies, co-founder of the start-up, said: “We no longer draw data but collect it on a voluntary basis. Through this transparent method, we offer a quid pro quo to young people, placing them in an active and deliberate process. As for brands, they no longer have to choose between quality and quantity: Tadata offers a large amount of qualified data. »
“The data provided to advertisers is limited to the real needs of their business and the use they intend to make of it according to the framework set out in the European General Data Protection Regulation (GDPR),” said Alexandre Vanadia. As soon as it was launched, the site was the subject of controversy and a seizure of the CNIL.
“We remain open to any recommendations that may be made to improve the system. But if it’s a question of ideology, we’ll get into the debate about data heritage,” the entrepreneurs warn.
On this subject, Tadata is supported by Gaspard Koenig, the liberal philosopher who believes that “the ability to sell one’s own data, or to refuse to monetize it, is the only way for the individual to regain control in the face of the omnipotence of Mr. Gafa.
“After years of skirmishes will finally begin the battle between supporters of a personalist right (the position of the Council of State and, by default, the government) and those of a heritage right (such as lawyer Alain Bensoussan, the MP Bruno Bonnell or myself) writes in an op-ed Gaspard Koenig.
In the meantime, Tadata continues his journey. First proposed in a restricted geographical area (Ile-de-France) since February 2020, Tadata will then be accessible all over France from September.