Internet-based companies such as Amazon, Facebook, and Tencent hold an enormous amount of consumer data that are utilized to create business value via big data analytics. Although some companies use big data to provide professional services, such as targeted advertising and product recommendations, according to the current CAS, IFRS, and U.S. GAAP accounting standards, these assets are not recognized as assets since they are generated internally. This paper starts with a discussion of how Amazon, Facebook, Tencent, and Walmart use big data to create value for their businesses and then argues why it makes sense to recognize big data as intangible assets. Possible methods of data asset evaluation and their implications for business managers are also explored.