" The rapid growth of information causes scarcity of attention. " ( Herbert Simon ) Thus - The Economics of Attention... This marketplace needs participants who play by the rules, as defined by an independent entity. The founders of AttentionTrust succeeded in defining a simple, elegant, yet encompassing set of principles that define the rules of the game, by outlining the basic consumer rights in the AttentionEconomy: Property: You own your attention and can store it wherever you wish. You have CONTROL. Mobility: You can securely move your attention wherever you want, whenever you want to. You have the ability to TRANSFER your attention. Economy: You can pay attention to whomever you wish and receive value in return. Your attention has WORTH. Transparency: You can see exactly how your attention is being used. The challenge is not just to protect consumers information, the challenge is to put the user in control of her information. The notion that in an Attention Econo...