Received February 23, 2019, accepted March 7, 2019, date of publication March 11, 2019, date of current version April 8, 2019. Digital Object Identifier 10.1109/ACCESS.2019.2904248 Personal Data Trading Scheme for Data Brokers in IoT Data Marketplaces HYEONTAEK OH1, (Student Member, IEEE), SANGDON PARK 2, (Member, IEEE), GYU MYOUNG LEE 3, (Senior Member, IEEE), HWANJO HEO4, AND JUN KYUN CHOI1, (Senior Member, IEEE) 1School of Electrical Engineering, Korea Advanced Institute of Science and Technology, Daejeon, South Korea 2Information and Electronics Research Institute, Korea Advanced Institute of Science and Technology, Daejeon, South Korea 3Department of Computer Science, Liverpool John Moores University, Liverpool, U.K. 4Graduate School of Information Security, Electronics and Telecommunications Research Institute, Daejeon, South Korea Corresponding author: Sangdon Park (
[email protected]) This work was supported by an Electronics and Telecommunications Research Institute (ETRI) grant funded by the Korean government. [19ZH1200, Core Technology Research on Trust Data Connectome]. ABSTRACT With the widespread use of the Internet of Things, data-driven services take the lead of both online and off-line businesses. Especially, personal data draw heavy attention of service providers because of the usefulness in value-added services. With the emerging big-data technology, a data broker appears, which exploits and sells personal data about individuals to other third parties. Due to little transparency between providers and brokers/consumers, people think that the current ecosystem is not trustworthy, and new regulations with strengthening the rights of individuals were introduced. Therefore, people have an interest in their privacy valuation. In this sense, the willingness-to-sell (WTS) of providers becomes one of the important aspects for data brokers; however, conventional studies have mainly focused on the willingness- to-buy (WTB) of consumers.