Online trackers personalize ads campaigns, exponentially increasing their efficacy compared to traditional channels. The downside of this is that thousands of mostly unknown systems own our profiles and violate our privacy without our awareness. IPPO turns the table and re-empower users of their data, through anonymised data publishing via a Blockchain-based Decentralized Data Marketplace. We also propose a service based on machine learning and big data analytics to automatically identify web trackers and build Privacy Labels (PLs), based on the nutrition labels concept. This paper describes the motivation, the vision, the architecture and the research challenges related to IPPO.