While this fundamental misunderstanding - or more likely to me lack of pedestrian vernacular - is common (see FB), I think the authors intent is correct. Snap,

While this fundamental misunderstanding - or more likely to me lack of pedestrian vernacular - is common (see FB), I think the authors intent is correct. Snap, FB, etc are monetizing user data by allowing advertisers to transact on that audience data, off these platforms' main apps across. Just need a better, yet still widely understandable, verb/description. I'm not sure I can think of one with just one or two words. Transact upon user data seems to come close, maybe leverage user data to sell targeted ads