For more than a decade, the digital economy has organised itself around a familiar hierarchy of personal data. We talk about: Third-party data (3PD), Second-party data (2PD), First-party data (1PD) and Zero-party data (0PD).

But today, it is no longer sufficient. At DataPal, we believe we are not building “better first-party data”. We are helping define the next logical stage in the evolution of personal data itself. A shift to what we call MyPD+.

Whoever controls the server controls the context. And whoever controls the context controls the outcome. For nearly forty years, the dominant architecture of the digital world has been client–server. It powered the web. It enabled ecommerce. It scaled cloud computing. And it quietly shaped the power structure of the internet. Now it’s time for Agent-Agent.

A new technical standard, known as vCon (Virtual Conversation), is being developed within the Internet Engineering Task Force (IETF). vCon defines a structured, privacy-aware format for capturing, storing, exchanging, and analysing conversational data.

Our data shapes thousands of buying decisions every year — yet today, it mostly works against you. With AI, fiduciary agents, and MyTerms, individuals can finally put their data to work on their own terms. This article explores why that shift will redefine marketing, trust, and digital power.