The implicit value of user data has long been a crucial part of the online economy. But with increasing awareness and concern over data privacy, expectations are changing radically and rapidly. As users begin to better understand and control the value of their own data, old assumptions and methodologies are no longer tenable. How can companies, technology platforms and end-users work together to create mutually beneficial systems? How can we move towards a model where the data that users generate actually improves their lives?