The monetization of personal data refers to a specific practice where a company sells the personal information of its customers or prospects to third parties for marketing purposes. According to the CNIL (French Data Protection Authority), personal data is any information that allows for the direct or indirect identification of an individual (name, identification number, telephone number, photo, date of birth, place of residence, fingerprint, etc.).

In the marketing field, one of the earliest forms of personal data monetization involves selling or renting contact lists via mail or telephone. This process generally involves the transfer of ownership or use of the data through the transmission of files containing this information. Prior authorization is usually required to share this data with a third party, often obtained during the collection process.

The term “personal data monetization” is frequently used to describe the practice where a publisher or advertising platform sells a specific digital audience to an advertiser. This transaction often takes place in an auction setting where individuals are targeted individually. Facebook and Google are prime examples of companies involved in this type of personal data monetization.

It is worth noting that the term “monetization of personal data” can sometimes be considered misleading, as the advertiser is actually buying a targeted audience and not directly the personal data of the individuals being targeted. This traditional approach can raise questions about transparency and understanding of advertising practices, going beyond legal requirements.

Furthermore, the concept of monetization of personal data can also evoke a more theoretical idea, where the individual themselves is an active participant in the sale or direct marketing of their own data. This model differs from the exchange of free services for implicit data usage, as symbolized by the phrase “if it’s free, you’re the product.” This notion presents