About The Clean Data Alliance
The Clean Data Alliance (CDA) is an apolitical 501(c)6 nonprofit with a mission to create a digital economy built on Clean Data produced by providing Humans Data Agency. CDA is focused on Human data, information that represents actual Human attributes, emotional profiles, and behaviors.
Dirty Data
Dirty Data, by contrast is defined by being inaccurate, unverified, collected without permission or with coercion, being personally identifiable information (PII), and as a result carrying legal risk to own.
Data Agency
Gives Humans sovereign control over their data, so we can use it as we want, share it with who we want, and be compensated for it when someone else uses it with our permission.
Clean Data:
Collected with permission (zero-party)
Anonymous (has no personal identity tied to it)
Longitudinal (the Human source of the data updates it over time)
Verified (the data is confirmed to represent an actual Human)
Why CDA matters:
The current digital data paradigm is broken. Companies routinely capture information from people and use it without permission or with coercion, in ways that cause problems for all but those harvesting it.
IBM estimates the U.S. economy loses $3.1 Trillion in productive value simply as a result of dealing with errors and fragmented data.
An estimated 50% of digital advertising spend supports fraud
Brand trust is eroding as people feel surveilled and are getting bombarded with unwanted messages
Artificial Inferring (AKA Artificial Intelligence) trained on Dirty Data, produces false information, requires massive energy use/compute power to clean for accuracy and avoid legal liability
We are losing our agency, feeling powerless, being treating without respect, and losing trust in everything
CDA on AI
AI = Artificial Inferring. These systems do not “think” or “understand.” They calculate probabilities. They infer likely answers based on patterns in the data they have been trained on. Their power lies in computation, not cognition.
Language matters. When we call machines “intelligent,” we risk elevating them above Humans who build, train, and guide them. This framing makes people feel inferior to technology and more likely to surrender their agency to it.
CDA stands for the opposite. We believe Humans must always remain the source of intelligence — and agency — in the digital world.
By calling these systems what they truly are, we help restore balance, transparency, and respect between Humans and the tools they create.
Frequently asked questions
What is the Clean Data Alliance (CDA) and why was it founded?
A nonprofit trade group founded to create demand for Clean Data services that provide Data Agency, by the founders of a for-profit company providing services that meet this demand.
What does “dirty data” mean and why is it a problem in today’s digital economy?
Inaccurate, unverified data collected without permission or with coercion, that contains personally identifiable information (PII), and as a result carries legal risk to own.
What are CDA’s core values, and how do they guide your work?
It's really simple. Be honest and respectful to others in everything you do and everything else will take care of itself. CDA believes too many institutions and people are operating on a belief that deceit is more profitable than honesty. Our ambition is to make people and institutions believe truth is more profitable than deceit.
Can you explain CDA’s mission and how it differs from other data privacy initiatives?
The mission is to make the data economy work better for everyone. CDA believes the best way to undo the damage caused by the surveillance capitalism business model is a better business model based on Data Agency that outcompetes it in the marketplace. We're not waiting for or relying on corrupt and dysfunctional government-oriented half-measure solutions that will take years to put in place and have any impact.
Who are the key leaders and spokespersons at CDA, and what are their roles?
Michael Munson sets the strategic mission direction and high level objectives for CDA as the top leader of the organization. Jay Mandel is responsible for the infrastructure and communications that deliver the CDA message. That said, CDA is not a hierarchical organization and it belongs to everyone involved or who wants to be a part of the CDA movement. We will do our level best to ensure everyone who wants to participate has a voice and way to be heard. CDA will always be ready to listen to new voices, evolve, and embrace new partnerships.
Why is CDA relevant now in the context of AI, big data, and technology ethics?
When the Vice President of the United States is talking about the importance of data sovereignty, and has no idea how to achieve it, and you do, you know the time is now. For more on this topic, feel free to request an interview with Michael.
How does CDA ensure data is “anonymous, permissioned, and verified”?
CDA doesn't ensure data has these attributes. It wants organizations to hold Human data only after asking for permission to have it. It wants organizations to only hold Human data that can't be personally identified to reduce compliance cost with data privacy laws and protect themselves from liability following data breaches. It wants organizations to only use and operate on Human data verified to be from a Human to reduce the chances of being sued for breach of fiduciary duty for following Dirty Data practices CDA will be educating lawyers about.
What does “Data Agency” mean, and how does CDA give it to individuals?
It means you control your data and determine who uses it on your terms. CDA doesn't give it to individuals. That's up to organizations who want to use data provided by Human individuals. CDA will certify organizations as Clean Data practitioners if they demonstrate providing Data Agency to their customers and constituents, as part of a greater Clean Data certification process.
Can you share examples of CDA’s initiatives, partnerships, or projects so far?
CDA was initially started as a result of a meeting with the NYTech Alliance. It has also embraced partnership with AgileBrain technology and The Wellness Network. CDA has plans to develop an affiliate network and aiming to hold Clean Data Summits throughout the United States starting in 2026.
What is your vision for a world where people have full control over their digital identities?
It's basically a world where people trust their fellow citizens and institutions more because they are treated with dignity, feel empowered, and respected, and can operate on truth, not misinformation.
Board & Advisors
The Clean Data Alliance is guided by leaders who bring decades of experience across marketing, technology, sponsorship, research, and data ethics. Our board and advisors represent diverse perspectives but share one commitment: replacing exploitative data practices with systems that give people agency and deliver trustworthy outcomes.
Michael Munson
Inspired by the "Innovator's Dilemma," Michael is a serial entrepreneurial dot connector with a couple exits. He has a unique background in sponsorship marketing and internet software business model innovation that makes him undaunted by large undertakings like replacing exploitive surveillance capitalism with collaborative data agency.
Driven by her passion for community building, Bekah brings a no-nonsense MBA mindset to making social impact. She understands how nothing moves forward unless markets are satisfied, finances are in order, and operations are efficient enough to effectively create demand while delivering solutions to meet it.
A sponsorship marketing "true-believer," David has decades of experience managing events, selling rights, activating them for corporate clients, and building tactical technology solutions to serve those looking to improve sponsorship marketing impacts for brands, for and non-for-profit properties, and community stakeholders.
A former corporate marketing executive with brands like IBM and Mastercard, Jay taught Marketing at the College level for a decade. Over time, he recognized a trend toward unsustainable practices and started the Marketing Accountability Council to do something about it. He now advocates for improvement that starts with better data.
Wendy Louise Wilder
Jen has a passion and talent for UX design, product realization, and human behavioral design. She teaches the next generation of UX professionals at Northeastern University and advises companies how to build experiences that makes sense of data-heavy applications as founder of product realization consultancy YesYesKnow.
Whether on the Wall Street trading floor, leading investor relations, advising entrepreneurs as a SCORE mentor, helping wellness-oriented CPG brands gain more market traction, or as an Investment Banker, Rob always brings an investor mindset to anything he does. He is a master at making connections between people that create value.
Wendy is the creator of BASE3, a framework that connects the customer journey with the content and channels needed at each step. Her Periodic Table of Digital Marketing Elements turns that journey into a simple visual map, showing how someone moves from first awareness to purchase.
J. D. Pincus, PhD, is a psychologist and researcher specializing in human motivation, emotional needs, and personal development. He developed the unified pyramid model of human motivation and the AgileBrain measurement technique.
One of the more accomplished orchestrators of corporate partnerships - especially social impact ones - there is. Kevin has a gift for unlocking value in partnerships that most miss. He's led major naming rights deal sponsorships of large venues, put together technology alliances between corporations, and everything in between.
The Director of the NY Tech Alliance, the largest technology-oriented advocacy organization and networking organization serving a single city in the world, Doug sees all manner of tech companies and knows their challenges. He knows the resources they need and develops go-to-market strategies to help find initial traction
A thought leader at the intersection of corporate data management and AI, Cecilia brings decades of major brand experience in multiple sectors to her consulting firm 3Standarddeviations. She's a frequent speaker at Ivy League institutions and offers pragmatic solutions to identify and solve today's data problems.
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