Last month, Brazil announced it is rolling out a data ownership pilot that will allow its citizens to manage, own, and profit from their digital footprint — the first such nationwide initiative in the world.

The project is administered by Dataprev, a state-owned company that provides technological solutions for the government’s social programs. Dataprev is partnering with DrumWave, a California-based data valuation and monetization firm.

Today, “people get nothing from the data they share,” Brittany Kaiser, co-founder of the Own Your Data Foundation and board adviser for DrumWave, told Rest of World. “Brazil has decided its citizens should have ownership rights over their data.”

In monetizing users’ data, Brazil is ahead of the U.S., where a 2019 “data dividend” initiative by California Governor Gavin Newsom never took off. The city of Chicago successfully monetizes government data including transportation and education. If implemented, Brazil’s will be the first public-private partnership that allows citizens, rather than companies, to get a share of the global data market, currently valued at $4 billion and expected to grow to over $40 billion by 2034.

The pilot involves a small group of Brazilians who will use data wallets for payroll loans. When users apply for a new loan, the data in the contract will be collected in the data wallets, which companies will be able to bid on. Users will have the option to opt out. It works much like third-party cookies, but instead of simply accepting or declining, people can choose to make money.