Your new sidehustle — Selling your data

If you're reading this online, you're generating data. Each click, scroll, search, and even pause on a page is tracked and monetized—just not by you. Until now, that is.

In a global first, Brazil is pioneering a novel solution: allowing citizens to directly monetize their personal data through a government-supported initiative known as "dWallet." This project allows users to securely store their data and receive direct compensation from companies looking to access it.

The Data Dividend Concept—Not as New as You Might Think

This idea of "data dividends"—paying users directly for their data—isn't entirely new. Back in 2019, California Governor Gavin Newsom made headlines proposing a similar "data dividend" inspired by Alaska's oil dividend model, intending to return value to consumers from their digital footprints. Though the proposal stalled legislatively, it sparked significant conversation about data ownership and economic fairness.

The initiative followed several technological advancements in data autonomy, most notably the Solid project. Developed by World Wide Web inventor Tim Berners-Lee, Solid aims to decentralize data storage and give users full control over their information through secure "personal online data stores" (PODs). These PODs allow users to choose precisely which entities can access their data, significantly enhancing privacy and data sovereignty. Solid's architecture not only promises greater autonomy but also provides a practical foundation for a user-centric data monetization ecosystem.

A Booming Industry—And a New Paradigm

The data monetization market, according to the European Data Market Study, was valued at around $29 billion in 2025 with a CAGR of 15.3%. Such explosive growth signals a paradigm shift: data isn't just the "new oil," it's a crucial financial asset that, like intellectual property or real estate, deserves clear ownership rights and value distribution mechanisms.

Toward a More Equitable Data Economy

Brazil's dWallet pilot is more than a national policy—it signals the beginning of a global shift. As consumers awaken to the true economic value of their digital lives, the question isn't whether this model will expand, but how quickly other nations will follow Brazil's lead.

With the tools, regulations, and market readiness increasingly aligned, personal data dividends may soon become as common and uncontroversial as streaming subscriptions or cash-back credit cards. It's no longer just about protecting data; it's about sharing the wealth it creates.

The future of data ownership is here, and this time, you hold the wallet.

Europe's Opportunity: Infrastructure Meets Regulation

The European Union, known for its stringent data protection laws like GDPR, stands uniquely positioned to lead this shift. The EU Data Act of 2023 has already laid down frameworks for fair data access, portability, and compensation, but what Europe lacks is practical infrastructure to deliver these dividends directly to individuals.

Platforms like Datapods aim precisely to bridge this gap. By allowing users to request and securely store their data (starting with Google), Datapods provides individuals full control and the ability to directly license their data, earning fair compensation.

In other words, the future Brazil is testing—we're already building.