The massive amount of data collected by our so-called “smart” devices – from our phones, to smart speakers, cars, toothbrushes – is used every day to identify, track, influence and direct our habits, purchases, and even our ideas. The speed at which this massive dragnet of data collection is evolving is rapidly outpacing the understanding, legislation and framework necessary to ensure fairness, openness and freedom in knowing how our personal information is being used and shared, bought and sold, and stored for future, as-yet-undetermined purposes.