Use of Personal Data for Monetization Purposes: The Case of Mobile Applications

In the mobile apps market, most apps can be downloaded for free. This study reviews the economic literature on the three most popular monetization strategies used to generate revenue: advertising, freemium, and personal data. We discuss the part played by personal data in each of these three monetization strategies, and highlight why the lack of knowledge about the ultimate uses of personal data by market stakeholders should be of concern.