The commoditization of private data has been trending up, as big data analytics is playing a more critical role in advertising, scientific research, etc. It is becoming increasingly difficult to know how data may be used, or to retain control over data about oneself. One common practice of collecting private data is based on "informed consent", where data subjects (individuals) decide whether to report data or not, based upon who is collecting the data, what data is collected, and how the data will be used.