Perez, Adriana Azevedo Hernandez2025-06-182023https://repositorio.insper.edu.br/handle/11224/7841In an era marked by increasing digitalization, the flow of personal data has become a focal point for both competition and privacy concerns. While illicit personal data collection remains a widespread issue, a parallel concern arises from the extensive consent to share personal data, often attributed to lack of awareness regarding the potential risks of personal data sharing and to high transaction costs. This article explores the intricate landscape of data economics and data privacy in the digital era, shedding light on both the advantages and risks associated with the widespread use of information. At the heart of this discussion lies the pivotal role of data brokers, acting as intermediaries responsible for the collection, processing, and selling data. In the face of an ever-evolving landscape, the policies that remain consistent and robust in the face of advancements in behavioral economics literature are those focused on strengthening market information flows and consumer education.Digital5 p.InglêsDigital marketsPersonal dataData brokersInformation economics10.2139/ssrn.4974477