Huge collections of Personal Data (PD) are the commodity of a flourishing market mostly fostered by the biggest ICT companies. However, they raise serious concerns over privacy and PD-protection. This is far from the desired Personal Big Data scenarios in which those collections enable and contribute-to the generation of widespread socioeconomic benefits to the collectivity. In order to reach these benefits, we believe that we need a fair PD management, where individuals, empowered with control and awareness over their PD, are enabled to actively and knowingly participate to these scenarios. We present the design and the adoption of My Data Store: a privacy preserving service that enable users to collect, manage and exploit PD generated in mobility. We have experimented this service in a living lab environment involving 100+ families.