This is the presentation I gave at the Grace Hopper Celebration for Women in Computing October 2015. It covers three main ethical market models that could support the emergence of a Personal Data Ecosystem centered on individuals and their personal clouds. The three models are Vendor Relationship Management, Infomediaries, and Data Aggregators. It highlights the need for Accountability Frameworks (also called Trust Frameworks) combinations of code and law/policy. This is contextualized in an overall Landscape picture where two other modes of governance also co-exist – Peer Governance and Identifier Governance.