A former chairman of the Federal Trade Commission joined the advisory board this week of an operation that strives to support digital privacy and design online reputation management technology.

Coming on board with Reputation.com is Jon Leibowitz, who currently is a partner at Davis Polk & Wardwell in the firm’s antitrust group. The site tapped the former FTC board to be a leader on issues of big data, online privacy and consumer advocacy.

“Reputation.com is a technology company that’s breaking new ground in online privacy and reputation management,” Leibowitz said. “Its core mission is empowering people to own and control their personal data. That’s an important paradigm shift from today, when a person’s information is bought and sold without their knowledge, consent or benefit.”

Among his other advisory responsibilities, officials indicated Leibowitz will help support Reputation.com as it develops its consumer data vault, a secure platform where consumers would keep their personal data, from demographics to individual preferences and buying habits.

Companies then can offer an incentive — such as a coupon, free product or service, or even money — to access a person's data once that incentive was evaluated and accepted by the individual.

Reputation.com. chief executive officer and founder Michael Fertik emphasized the richer, more targeted information would help businesses refine their products and services — and potentially generate even better innovations for consumers.

And Fertik thinks Leibowitz can help with the process.

“Jon Leibowitz has an outstanding record of serving and safeguarding the privacy and interests of American citizens,” Fertik said.

“As FTC chairman, no one fought harder for consumers than Jon — whether it was winning spam and spyware cases or expanding online privacy protections for children. We’re proud to welcome him to the Reputation.com advisory board,” Fertik went on to say.

In addition to his time as chairman, Leibowitz also served for five years as commissioner with the FTC. In his current role with Davis Polk & Wardwell, Leibowitz concentrates on the antitrust aspects of mergers and acquisitions as well as government and private antitrust investigations and litigations.