Varys is a return to a tech innovation first, business nepotism last culture. By identifying inefficient and nefarious trends in relevant data markets, the Varys team aims to engineer products that overcome the critical issues that plague today’s digital landscape. Emerging markets are rife with fraudulent promises, such as segmented geofenced advertising, blockchain at scale and certain artificial intelligence applications claiming superiority over existing models. We seek to identify these false promises, unethical methodologies, and when possible, provide better alternatives. Many bold claims from modern tech products are inflated. Many require compromising their promises at execution, and at worse, require abuse of end-user privacy to maintain development status quo. Initiatives such as GDPR attempt to curb these growing, unchecked threats to digital privacy and data rights, but fall short due to their complexity and overarching scope. With over a decade of combined experience in the digital advertising, media + entertainment and global-scale data science markets, Varys’ goal is to create platforms that embrace the end-user while avoiding the need to sacrifice key considerations such as cost efficiency, security and sheer speed. While initially focusing on privacy and end-user anonymity, new data science methodologies are already planned for audience measurement, data sharing and sanitization, end-user virtual persona protection and more.