7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

In This Resarch Research Solutions Guides For Vendors

What is a data
marketplace?
DATA MARKETPLACE
Why is it important

The Ultimate Guide to Data Marketplaces in 2023

now?

How does it work?

UPDATED ON MARCH 6, 2023 | PUBLISHED ON MAY 28, 2020 | 6 MINUTE READ

What are the types of

data marketplaces?
Written by Cem Dilmegani

What are the leading

data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?

What are alternatives to

data marketplaces?

What are example case

studies?

What are its benefits?

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

In This Resarch

What is a data
marketplace?

Why is it important
now?

How does it work?

What are the types of

data marketplaces?

What are the leading

data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?

What are alternatives to

data marketplaces?

What are example case

studies?

What are its benefits?

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Share on Twitter

Data and information are the most important assets for most businesses. While
organizations can use their data to improve their businesses, their data can also have
significant value beyond their business. With data marketplaces, buyers can purchase
datasets to enhance their analytics and offer new services to their customers while
sellers monetize their data

What is a data marketplace?

A data marketplace is a platform where users buy or sell different types of data sets
and data streams from several sources. Data marketplaces are mostly cloud services

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

where individuals or businesses upload data to the cloud. Those platforms enable
In This Resarch self-service data access while ensuring security, consistency and high quality of data
for both parties.
What is a data
marketplace?
Why is it important now?
Why is it important
now? Data marketplaces’ emergence is related to the growth of Big Data. Organizations
start to acknowledge data as an asset. Businesses are generating more data either
How does it work? internally or collecting external data through web scraping and other initiatives. Some
of this data is valuable for other companies, too. Data marketplaces enable
What are the types of organizations to monetize the data. They monetize the data by offering it to other
data marketplaces?
companies or individuals. With data marketplaces, monetization can be in the form
What are the leading of:
data marketplaces?
Selling the data or products derived from the data
How do Data
Marketplaces differ Subscription as in ZoomInfo, Bombora etc.
from Data warehouse
and Data Lakes?
Selling the datasets as in Streamr

What are alternatives to Purchasing data from a marketplace to train and sell an AI-based product
data marketplaces?
Using external data internally to generate value: Adding another dataset to your
What are example case own business data to create better insights or new work stream
studies?

How does it work?

What are its benefits?
Data marketplaces offer incentives such as cash or gifts to promote data sharing. For
example, Freckle IoT offers individuals cash-out once you have at least $5
Share on LinkedIn
accumulated, using an Amazon gift card or $10 using PayPal. Another example is
Share on Twitter ZoomInfo which provides users of its community edition access to 10 data points per
month in exchange for getting contact information data from their emails.

With the advancements in Blockchain, data marketplaces are evolving to be more

secure. Data marketplaces like Datapace and Ocean Protocol integrated the
technology into their solution. They use blockchain to encrypt and anonymize access
to the submitted data streams from data providers. Then buyers purchase data
stream through an automated smart contract. Once the transaction is completed the
tokens are distributed among the parties according to agreed prices.

Source: Mckinsey

What are the types of data marketplaces?

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

In This Resarch

What is a data
marketplace?

Why is it important
now?

How does it work?

What are the types of

data marketplaces?

What are the leading

data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?

Source: Towards Data Science

What are alternatives to
data marketplaces?
Personal data marketplace
What are example case
studies? Individuals monetize their own data by selling it to these platforms. Data they shared
can be related to anything such as location, food preferences, website designs they
What are its benefits? enjoy, and so on. Individuals either set the price for their data and wait for a buyer
or accept incentives such as sign-up cash or gift cards provided by marketplaces.

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Personal data marketplaces are fully GDPR-compliant since individuals are sharing
their data purposely.
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B2B data marketplace

B2B Data Marketplaces collect and store company data from a multitude of data
providers onto one platform. They enable data consumers (other organizations) to
access an aggregate of pre-curated information from multiple sources that can be
used for marketing, sales, and BI purposes. Larger amounts of datasets are shared
compared to personal data marketplaces.

Sensor/IoT data marketplace

According to Gartner, 80% of companies fail to monetize their data. One effective way
to cash in IoT data is by selling information to third parties. With a sensor or IoT data
marketplace, organizations can buy or sell real-time data that is collected from an IoT
device. Data collected from sensors help organizations understand consumer behavior,
improve sales, and build better marketing strategies.

What are the leading data marketplaces?

Data Providers

These platforms are go-to places to purchase data when an organization is searching
for external data to enhance business functions by combining them with their
enterprise data. Data that is provided from these platforms are useful to enrich B2B
account-based marketing.

Company level intent data

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

These data providers offer behavioral information collected from an individual’s online
In This Resarch activities so that organizations can better target accounts.

What is a data Bombora

marketplace?
Duns and Bradstreet
Why is it important LeadSift
now?
ZoomInfo
How does it work?
Company employee contact information
What are the types of
data marketplaces?
These vendors provide contact information for individuals in companies including their
What are the leading
role, email and phone information as well as social media accounts.
data marketplaces?
Clearbit
How do Data
Marketplaces differ DemandBase
from Data warehouse
and Data Lakes? Duns and Bradstreet

DataGuru
What are alternatives to
data marketplaces?
ZoomInfo

What are example case

studies? Company financial information

What are its benefits? Financial information datasets create a competitive advantage for investors, hedge
funds, market analysts, retailers and corporates while they make data-driven
decisions.
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Crunchbase (focused on startups)
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DueDil

QueXopa

Company Technographic Data

If you are a SaaS provider, you need to know the technology stack of your potential
customers because your solution should be integrable into the existing technology of
the client. You also need to target the audience that doesn’t have the technology you
are offering, otherwise, you waste your time for marketing to organizations that are
less likely to convert.

Datanyze

G2 Stack

Whatruns

Customer/business location information

Location data provides a toolset that marketers can use to fill in the gaps of a
consumer’s profile. Marketers can leverage location data to grab the attention of new
prospects with a geotargeting strategy. These datasets also include locations of
businesses.

Factual

Fhysical

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

Foursquare
In This Resarch Veraset

What is a data
marketplace? Data Marketplaces

Why is it important
In these platforms, marketplace vendors as an intermediary between buyers and
now? sellers.

How does it work? Personal Data Marketplace (Individual to business)

What are the types of These use blockchain to enable individuals to benefit from sharing their data. Their
data marketplaces?
current usage levels are lower compared to the data providers listed above.
What are the leading
data marketplaces? Datum

DataWallet
How do Data
Marketplaces differ
from Data warehouse Fysical
and Data Lakes?

Business Data Marketplace (Business to Business)

What are alternatives to
data marketplaces?
DataGuru
What are example case Ocean Protocol
studies?
Informatica B2B Data Exchange
What are its benefits?
Sensor Data Marketplace (Machine-to-machine)

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Dawex

Share on Twitter Streamr

Zenodys

How do Data Marketplaces differ from Data warehouse

and Data Lakes?
Data warehouses and data lakes are on-premise solutions to manage and analyze
data. they are useful for processing data that is within the enterprise. Range of data
in data marketplaces is broader, you can buy any type of data such as customer
behavior, financial, geolocation & technology stack data depending on the marketplace
you choose.

Data marketplaces provide data that is ready to be used by diverse businesses thanks
to its level of data quality and metadata. Internal data sources like data warehouses
include data that can be harder to understand (e.g. due to lack of metadata) since
they are stored for internal use. Marketplaces catalogs data and describe its
attributes and how it can be used to help users so that data scientists don’t need to
spend time on ETL processes and focus on gaining insights from it.

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

In This Resarch

What is a data
marketplace?

Why is it important
now?

How does it work?

What are the types of

data marketplaces?

What are the leading

data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?

What are alternatives to

data marketplaces? Source: Qlik

What are example case

studies?
What are alternatives to data marketplaces?
Many companies that rely on data in their operations (e.g. hedge funds) have
What are its benefits?
sophisticated data scraping operations to collect data from various sources. However,
data scraping is significantly more difficult than getting data from marketplaces as
Share on LinkedIn most website owners aim to block automated access to their content (with the
exception of search engine bots).
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You can use our prioritized, data driven list of data scraping vendors to identify the
right partner to set up robust data scraping operations as a SAAS.

Sponsored:

Bright Data’s data collector is a web crawler which extracts real-time public data
from online platforms and deliver it to businesses on autopilot in different formats. It
also integrates different proxy servers in order to pull data from websites that
protect themselves against scraping.

Source: Bright Data

To learn how to overcome data extraction challenges, check out Top 7 Web Scraping
Best Practices You Must Be Aware of in 2023.

What are example case studies?

Australia and New Zealand Banking Group (ANZ)

Challenge: ANZ is a financial services provider that wanted to innovate and drive
internal exploration of its corporate data. They realized that data sharing can help
them drive better business decisions. However, creating a data-sharing partnership
with another organization may take from 12 to 18 months to agree on technology,
contracts, and methodologies.

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

Solution: ANZ uses Data Republic Senate platform to secure data sharing and
In This Resarch accelerate new data partnerships. The Senate platform provides data sharing, data
access controls and user permissions, governance workflows, shared analytics
What is a data workspaces, and full licensing audit trails. ANZ can customize the visibility of data
marketplace?
sets for internal and external parties, handle data requests from an internal
Why is it important marketplace, and control licensing terms specific to how and why data is provisioned.
now?
Results: ANZ reduced the time to create a shared data asset 93% and enabled more
How does it work? accurate customer matching between datasets.

What are the types of

data marketplaces?
What are its benefits?
Access to outside data: Data marketplaces enable organizations to reach data
What are the leading
data marketplaces? from other sources. This data is optimized for use of external organizations so it
tends to be clean and come with extensive metadata to enable.
How do Data
Marketplaces differ Faster insights or product development: Companies can spend more time on data
from Data warehouse
and Data Lakes? processing than data collection.

Safer data sharing: Organizations share their data with trust thanks to blockchain
What are alternatives to
data marketplaces? technology.

What are example case Data marketplace is a data-as-a-service application; feel free to read our article
studies? about DaaS.

What are its benefits? You can also check our sortable/filterable list of marketplace software to find the
most suitable option

Share on LinkedIn If you still have questions about data marketplaces, we can help:

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Find the Right Vendors

Featured Image Source

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Cem Dilmegani

Cem has been the principal analyst at AIMultiple since 2017. AIMultiple informs
hundreds of thousands of businesses (as per similarWeb) including 55% of
Fortune 500 every month.

Cem's work has been cited by leading global publications including Business
Insider, Forbes, Washington Post, global firms like Deloitte, HPE and NGOs like
World Economic Forum and supranational organizations like European
Commission. You can see more reputable companies and resources that
referenced AIMultiple.

Throughout his career, Cem served as a tech consultant, tech buyer and tech

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

entrepreneur. He advised enterprises on their technology decisions at McKinsey

In This Resarch & Company and Altman Solon for more than a decade. He also published a
McKinsey report on digitalization.
What is a data
marketplace? He led technology strategy and procurement of a telco while reporting to the
CEO. He has also led commercial growth of deep tech company Hypatos that
Why is it important reached a 7 digit annual recurring revenue and a 9 digit valuation from 0
now?
within 2 years. Cem's work in Hypatos was covered by leading technology
publications like TechCrunch like Business Insider.
How does it work?

Cem regularly speaks at international technology conferences. He graduated

What are the types of
data marketplaces? from Bogazici University as a computer engineer and holds an MBA from
Columbia Business School.
What are the leading
data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?
RELATED RESEARCH
What are alternatives to
data marketplaces?

What are example case

studies?

What are its benefits? Data marketplace , Intent data

THE ULTIMATE GUIDE TO

INTENT DATA: BENEFITS AND
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3 Comments

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7/25/23, 2:16 AM The Ultimate Guide to Data Marketplaces in 2023

DScuffell
In This Resarch Nov 05, 2020 at 12:11

What is a data I’d say the summary of interfaces is a bit short. From my pov I think that data
marketplace? marketplaces provide three ways to access data:
– query endpoints
Why is it important – API, and
now?
– analysis-ready datasets

How does it work? In addition to that, data marketplaces also publish their domain data models. –
Why? because a marketplace is integrating or linking data from multiple data
What are the types of providers, yet has to present this as if it were coming from a single knowledge
data marketplaces?
graph. When a data consumer queries for data about say Apples, the data
consumer should really also be given a definition of the meaning of Apple that is
What are the leading
data marketplaces? being used by the data marketplace.

Reply
How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?
Kiruthika
Oct 05, 2020 at 06:18
What are alternatives to
data marketplaces?
Case studies of data market place

What are example case Reply

studies?

What are its benefits?

DScuffell
Nov 05, 2020 at 12:03

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How does it work?

What are the types of

data marketplaces?

What are the leading

data marketplaces?

How do Data
Marketplaces differ
from Data warehouse
and Data Lakes?

What are alternatives to

data marketplaces?

What are example case

studies?

What are its benefits?

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