Caden Raises $15 Million

As consumers become more privacy aware, an increasing number of startups are emerging to — in line with the trend — enable people to monetize their data. Datacy, for example, lets users collect their browsing data, aggregate it with data from others and then sell it to the highest bidder. Pogo and Tapestri, similarly, grant consumers rewards in exchange for providing access to their behavioral and purchasing data. But a new player in the space, Caden, is taking a different tack by offering controls that allow users to fine-tune which data they share with third parties. Backed by Yahoo founder Jerry Yang, Caden pulls in analytics data on what movies users watch, where they travel, what they buy and more, and lets those users opt in to monetize their data in various ways.