The salience of Data Trustworthiness, viewed within the context of large-scale user-based data generation, depends largely on how the marketplace of data extraction and its subsequent monetization, is deeply influenced by both business and technological practices. The stakes are unmistakably very high indeed. Up to 80% of revenues of large technological companies such as Alphabet and Meta are dependent on the efficient translation of raw user data into vibrant forms of digital advertising. Given such a development, the automated digital advertising industry has become more ubiquitous than ever before. This has led to a vigorous investment growth into the industry. One of the main reasons for this boom is the newly evolving process of monetization of user-data with clear implications for privacy and data ownership. Given the broader understanding of data monetization, which I obtained from the 2023-34 Trust Lab project, I’m keen to follow up with a more detailed examination of the business and technological practices that help to ‘harvest’ user-data and transform it into a thriving commodity with our uninterrupted digital attention.