What will our response be to "the most important question of the 21st century"?

That this question is "Who would you share your data with?" has been posed by many including by Pedro Domingos in "The Master Algorithm".

Last week, with others, I commented on Marketing's responsibility for Netflix's"The Great Hack" and the misuse of data and loss of trust resulting.

The great Lester Wunderman anticipated this 15 years ago with his "Consumer Bill of Rights" for Digital Engagement. He asked marketers to "Tell me clearly what you are - and are not - going to do with the information I give you".

Are we ready for this honesty?

The truth is that by doing so, and leaving the Digital Duopoly, the short and long-term value of Marketing will grow.