Everyone's 'HAT' is unique. It's a place for us to capture, manage, review and store all of our precious personal data in total safety and security. But crucially, it isn't a 'protective bubble' shielding and removing our data from the big-bad-world of advertising; rather it's a tool which shifts control from the seller or the buyer to the owner. Through your HAT you can choose how much data you'd like to make publically available, you choose who you'd like to sell it to, and you can receive something in exchange for that sale. HATs empower individuals and allow us all to create an open and transparent data & advertising marketplace where everyone can participate and receive a fair value exchange.