Opiria and the PDATA token create an ecosystem for the secure trading of personal data while fully protecting consumers´ data privacy, and granting consumers full control over direct payments for their personal data. This fully transparent open and secure marketplace will motivate consumers to provide data instead of fighting against surreptitious data brokers. Companies get a quick and easy way to access more specific personal data of higher quality and will be able to make much better decisions when designing new innovative products and services, and better target marketing and sales activities.