The first vending machine where you pay with data. While all the experts are theorising that data is the new currency, Shackleton, part of Accenture since 2019, have actually put this into practice with Data Pro Quo, the world’s first vending machine where products are paid for with data. You can buy a smoothie with your email address, a snack by answering two business questions, and even some airpods by filling in a questionnaire.
From Shackleton (part of Accenture)
There’s an ongoing conversation in parallel with the quest to replace the cookie, the question of paying people for their data. My own opinions on paying people with money for their data are founded on the anti-rival argument: the fact that data is infinitely reproducible at full fidelity means that trying to give it a market value is difficult if not impossible.
Data Pro-Quo resolves this (or rather backwards in the evolution of currency) by showcasing a barter scheme for Personal Data. There is a market value for data in so much as the vendors are prepared to exchange the goods they put into the vending machine for questionnaire responses. I don’t know how much data you’d need to share to get a pair of AirPods. Which begs the question as to how the data is validated, whoever is offering up the AirPods is paying $100 for something, that has to be authenticated, perhaps they ask for a year of credit card history.
Like Chris Downs selling his data on eBay 20 years ago, this raises awareness as to the value and market for personal data. I still do not believe that this presents a scalable solution, but it does provide an interesting conversation starter for those looking for new ways to approach privacy and personal data.