Data monetization involves an organization selling its collected or produced data, which it owns, to a third party. This process is part of a broader trend related to the exponential growth of data volumes in an increasingly connected and digital world. While largely rooted in the marketing sector, data monetization extends to various business areas. For example, a GPS navigation service might sell its data to municipalities seeking to optimize traffic flow, while a weather service might sell it to farmers. In marketing, the most common form of data monetization is often associated with targeted advertising (see the corresponding definition for more details), but there are many other ways to monetize data for marketing purposes. Weather data might be sold to product manufacturers or distributors, geographic or traffic information might be sold by mapping solutions, and so on. This topic raises lively debates, particularly in the field of online advertising.