There is a massive data crisis that is dramatically impacting both people and brands. Lack of transparency, unverified data collection, and the absence of control has led to the market we find ourselves in today. Data breaches are commonplace, people feel powerless, and brands spend exorbitant amounts of money trying to find their target customer from sources that can only provide a partial picture. In short, we have a marketing ecosystem that is filled with bad practices and waste. Concord provides solutions that restore trust to a broken data-driven ecosystem while creating technological and economical incentives for business to adapt to a privacy-oriented personal data economy. Transparency, control, and an equitable exchange of data that is built around mutually beneficial value are foundational requirements for a true privacy-friendly future. We provide an answer to the crisis by finally enabling brands to get better data and engagement from their users by giving them the right data ownership tools, preference options, and incentives that promote sharing. People receive privacy protected ownership, control, and rewards for engaging with the brands they choose to engage with.