You underestimate the value of data. Our personal data is what has allowed google to become what they are today. it's worth so much that companies are grabbing up as much as they possibly can and the data brokers who are selling and buying it are a multi-billion dollar industry
Are you in the programmatic advertising business? I am, and have been for about half a decade, and I'm confident you valuing this incorrectly. As a matter of fact, I was at one such data company until recently.