In recent years, the issue linked to the value of personal data and its use by the set of techno-logies and methodologies for analyzing massive data has become increasingly central.
The use of personal data and the related ability to extrapolate, analyze and relate these hete-rogeneous data to discover the links between consumption phenomena and predict future trends has become a sensitive issue even for non-experts.

A strong awareness has increased in public opinion about the value of data and how control over it has been lost.
Digital platforms are increasingly part of society’s infrastructure, proposals linked to the aban-donment of these infrastructures are as realistic as asking not to use the roads.
The most obvious problem is that today the internet giants are the digital toll collectors who control the streets and apply a high «toll» to users, and to those who want to use this data.

This status quo can only be overturned by acquiring control of third-party infrastructures ca-pable of allowing users to regain possession of their personal data and have transparency into their use.
Existing technology already allows the creation of a transparent system, guaranteed by blockchain, capable of regulating access to data by transforming the roles of the main actors and transforming the toll into profit for users.

MyData and the use of MyData Rent can be the infrastructure capable of regulating data in-termediation , protecting all the actors present in the issue of personal data, starting a new course, new deal, of data.