In the AdAge article "WILL CONSUMERS TRADE THEIR FACEBOOK AND GOOGLE DATA HISTORY FOR BRAND DEALS?" Tim Glomb comments on the well-intentioned but misguided value exchange platform from DataLucent. Cheetah Digital has been powering the value exchange economy between brands and consumer for years. But a new 'middleman' enters the landscape further validating the need to reward the consumer for sharing the right data. But is a third party vendor needed? Do they muddy the waters? Let's dig in.