In the sixth article of our series on “Big Data & Issues & Opportunities” (, we look into the possible use of personal data as counter-performance in the context of supply of digital content and assess whether the EU is gradually opening up to the monetisation of data.


The series of articles has been made possible by the LeMO Project (, of which Bird & Bird LLP is a partner. The LeMO project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no. 770038.