Data brokers co-opetition

Abstract Data brokers share consumer data with rivals and, at the same time, compete them for selling. We propose a ‘co-opetition’ game of and characterize their optimal strategies. When are ‘sub-additive’ merged value net merging cost being lower than sum values individual datasets, more likely to sell jointly. ‘super-additive’, greater competition emerges often. Finally, sharing is when efficient datasets buyers.