The new media business model: When customer controls the data

The EU General Data Protection Regulation (GDPR) is the first step in the process of transferring data ownership back to the customers. This regulation brings major changes for any organization working with consumers and their data, or processing data about individuals in the context of selling goods or services to the citizens. This paper considers the case of a media company offering online content and discusses what are the implications of the data ownership by the customers for the media company's business model.