This is my space broadly speaking and personally I think the treatment in the article is unnecessarily idealised and elaborate. People will buy data when it ha

This is my space broadly speaking and personally I think the treatment in the article is unnecessarily idealised and elaborate. People will buy data when it has a clear use which means most people don’t sell just data, they sell “leads” or “clicks” or “followers”: something actionable. I think this is unlikely to change because having an internal data team producing leads typically doesn’t make sense as a core focus. There are a relatively small number of companies which do sell data and a slightly bigger number of companies that actually buy data. In the UK it’s easy to quantify because they all end up buying some of exactly the same thing.