Every time you use an Internet search engine, you're essentially "buying" search results and "paying" with personal information that helps search companies such as Google
"In essence, [Bynamite] has a libertarian, free-market ethos. If consumers have more power and control, it says, personal information should flow more efficiently to the benefit of both consumers and advertisers, who will be able to more accurately aim their ads," wrote article author Steve Lohr.
Bynamite is working on software that could let users see the information that's being gathered about them and then either tweak it to more accurately reflect what kinds of ads they want to see or sell it to interested parties.
I'm not sure there would be a huge market among consumers for software like what Bynamite is developing, but maybe one of the big companies would want to use it for their own purposes.
Let us know in the comments box below what potential you see for such software.