Disclosed herein is a system configured to provide a user with transparency and user control over how browsing data is shared. The system can determine that a user has initiated use of a browser. The system displays, as part of the management of browser settings in accordance with a user account, a graphical UI that presents functionality to receive input indicating whether the user allows or prevents sharing of the browsing data. The graphical UI can list the identities of data aggregators and corresponding incentives offered by each of the data aggregators in exchange for the user sharing his or her browsing data. The browser can collect the browsing data based on interactions with web sites and share the browsing data with individual ones of the data aggregators based on the input. Upon sharing the user browsing data, the system can enable the incentive to be provided to the user.