The web is in a sorry state, from invasive ads to biased algorithms. And while we’re getting better at recognizing the symptoms, our prescriptions are ineffective: Let the market try and figure it out. Or create regulations that are difficult to agree on and enforce.

But there’s another solution: rebalance the end user-platform dynamic, using cutting-edge tech and proven business models.

Currently, platforms like Facebook have all the tools and control: advanced tracking technology, impenetrable algorithmic systems, ubiquitous AI. But what if end users had the same power? What if users had an entire industry advocating just for them: powerful tools to swat away pernicious bots, protect personal data, and negotiate with platforms. Think digital bodyguard meets digital fiduciary.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.