52641Glimpse Protocol: a disruptive new data model to safeguard personal data privacyClosedStudyInnovate UKGlimpse Protocol is a new privacy technology, based on cutting-edge cryptographic and distributed ledger techniques, to re-establish a user-centric data model for the next-generation internet. The primary use case is in digital advertising due to its pervasive abuse of consumer data, the current legislative focus, and to act as a focus for further adoption across other applications. The first commercial application will establish an ethical system to deliver personalised digital advertising, guaranteeing the privacy of consumers' personal data while significantly improving value to advertisers and publishers, and fully complying with current and future privacy legislation. Glimpse uniquely solves the paradox of delivering effective, personalised advertising while respecting privacy. This is achieved while also giving transparency to brands, rewarding consumers for their data and dramatically reducing fraud. Glimpse's product is fully compliant with GDPR regulation, the UK's Data Protection Act 2018 and future legislation, including the EU's ePrivacy regulations and legislation in a number of US states. It entirely addresses the challenges described in the Information Commissioner's June 2019 report on digital advertising, which articulated HMG's position that the current system of real-time bidding in digital advertising contravenes GDPR and is illegal. The project will develop the product from a feasible architectural theory into experimental production, through early trials and development towards a technical MVP and to the point of readiness for commercialisation. The project aims to deliver a highly disruptive and innovative product. It harnesses and integrates a number of new technologies into a novel, innovative architecture to replace the existing, complex system, which the ICO and EU have stated is illegal due to the invasive breaching of consumer data rights. Our product aims to disrupt a $60 billion global market and it can be commercialised rapidly. It will support the UK's thriving creative industry of advertising and publishing by offering greater effectiveness, lower costs and higher revenue, thereby improving the productivity of a key UK industry. It will also allow them to comply fully with legislation and is attractive to the industry as it acts to de-risk and hedge the impact of tightening privacy legislation.