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In the knowledge-based economy data has become an important part of building competitive advantage. The private and public sectors are demonstrating enormous interest in acquiring increasingly greater amounts of information. From growing sets of unstructured, seemingly disconnected data, one can extract information that can not only identify a given person, but also determine their demographic, socio-geographical, behavioral or mental characteristics, learn their shopping preferences, track their daily schedules and habits. In this sense, it becomes attractive to any kind of company operating online, including advertisers. On the other side of the stage there are consumers for whom private information is a resource that can be exchanged for various tangible and intangible benefits. Irrespective of the fact that some of the private information is perceived as more sensitively or more worthy than other, customers, as evidenced by numerous studies, choose money over data. The value of information depends on who owns it, who wants it, and who and how much is willing to pay for it. The aim of the paper is to present the concept of the value of private information from the perspective of customers and companies.

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