Data-Owners
Individuals need transparency into their customer record in a simple-to-use interface that’s mobile-first and browser accessible.  You, as an end consumer know if you’re in-market for a car, house, shoes, etc.  Why should companies have to guess what you’re interested in when you can just tell them?  With DAX, Data-Owners will receive a fair share of the monetary benefit when a Data-User purchases access to their customer record.
Data-Users
The users of audience network data will include a broad range of enterprises, non-profits, and research companies that get direct value from more accurate data, better targeting, and additional network insights between audience cohorts.