In keeping with the plenary`s theme of “Privacy: Past, Present and Future”, Paul Saffo of Stanford University and the Institute for the Future, talking about privacy’s future, says “The information revolution is over. This is a media revolution”, and explains himself saying there is a shift from mass media to personal media, and the implications of that shift will have serious ramifications for the development and application of technology. In such an environment, Saffo argued, successful companies will be those that understand how to harness the actions of individuals, pointing to Google as an example of that model. Of course, for privacy professionals, the trick will be in balancing the interaction of the individual, along with the sharing of demographic data, with the need to protect personal privacy. The things privacy pros are doing today will shape the events of the next 40 years.