The Stichting De Nederlandse Datakluis (Dutch Data Vault Foundation) is testing a service that allows consumers to create their own profiles and store data about their own media behavior in their own online environment.

They can then share this data with participating publishers and broadcasters.

Anyone who does this and then visits or uses the website of such a publisher, broadcaster, or of a magazine, newspaper, or video streaming service of such a publisher or broadcaster will not only see the generic content that is shown to all visitors, but in addition specific content that matches the behavior or preferences he or she has shared.

Publishers and broadcasters do not know who the person is who has profiled themselves, but they can offer the desired content. This system eliminates the use of tracking cookies to map a person’s behavior. The advantage over using cookies is that publishers and broadcasters no longer have to rely on the presumed interests of their users, but those users themselves indicate their needs and interests.

Initiators of Dutch Data Vault are Martijn van Dam (former Member of Parliament, State Secretary and member of the NPO Board of Directors) and Arno Otto (ex CTO of Talpa and ex RTL).