Monetization models of data in the conditions of the digital platform economy: a comparative analysis
https://doi.org/10.29030/2309-2076-2026-19-1-258-269
Abstract
The article provides a comparative analysis of data monetization models in the digital platform economy. The re levance of the study is due to the transformation of data into a key factor of production, coupled with the tightening of regulatory requirements for its use. The aim of the work is to identify the most sustainable and efficient data monetization models based on the author’s developed system of criteria, including profitability, scalability, regulatory risks, confidentiality, value distribution, and technological barriers. The research methodology is based on the principles of comparative analysis and case study of six different types of platforms (VK, Wildberries, Tinkoff, Yandex, Netflix, SimilarWeb).
As a result of the analysis, the commission-based (using Wildberries as an example) and “Data-as-a-Service” (DaaS, using SimilarWeb as an example) models took the leading positions in terms of the aggregate of criteria, demonstrating high resistance to regulatory changes and optimal value distribution within the ecosystem. The classic advertising model was recognized as the least sustainable under current conditions, being subject to high regulatory risks and declining user trust. The practical significance of the work lies in the developed system of criteria for evaluating and choosing data monetization models, as well as in the conclusions that can be used by digital platform managers to adapt business strategies.
About the Authors
S. V. Rakina
International Institute of Energy Policy and Innovation Management, Odintsovo branch of the Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs of Russia
Russian Federation
Russian Federation
Sofia V. Rakina – 4th-year student
Odintsovo
A. A. Stepanov
International Institute of Energy Policy and Innovation Management, Odintsovo branch of the Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs of Russia
Russian Federation
Russian Federation
Alexander А. Stepanov (academic supervisor) – doctor of economic sciences, professor at the Department of innovation management
Odintsovo
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Review
For citations:
Rakina S.V., Stepanov A.A. Monetization models of data in the conditions of the digital platform economy: a comparative analysis. Economic Systems. 2026;19(1):258–269. (In Russ.) https://doi.org/10.29030/2309-2076-2026-19-1-258-269
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