When you pay attention to something (and when you ignore something), data is created. This "attention data" is a valuable resource that reflects your interests, your activities and your values, and it serves as a proxy for your attention.

Our Mission

1. Empower people to exert greater control over their "attention data," i.e. any records reflecting what they have paid attention to and what they have ignored. We accomplish this by promoting the principles of user control, by distributing our Attention Recorder, and by supporting the development of other appropriate tools, standards and practices.

2. Educate people about the value of their attention and the importance of attention data.

3. Build a community of individuals and organizations that will guarantee users' rights to own, move, and exchange their attention data, in a transparent environment that gives users the freedom to decide how their data will be used.