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The value of information is constantly increasing, so much so that the marketing of data is itself a challenge for private and public operators. The problems encountered are extremely complex in that they are based on an intertwining of economic and political issues. The control of this market can be achieved in three ways: capturing the data, developing efficient processing algorithms, or dominating the information flows. It is either a question of controlling the resource, its transformation, or access to the finished product. With regard to law, data marketing’s main challenge lies in the adaptation of legal tools to these new objects of focus. For its part, Europe seems to be trying to find its place within this circulation between user protection, the exploitation of data flows, and opposition to foreign economic powers. The recently published GDPR crystallizes many of these issues between the desire for domination and loss of control.