As concern increases in Washington about the amount of private data online, and as big sites like Facebook draw criticism that they collect consumers' information in a stealthy manner, many Web start-ups are pursuing a more reciprocal approach -- saying, in essence: give us your data and get something in return. Influenced by consumers' willingness to trade data online, the sites are pushing to see how much information people will turn over.
- Read the article: The New York Times
