Who gets to use the data.

For example, a retail place that tracks your data and uses it to improve its selection and/or offer helpful things to you doesn't necessarily sell to the bidder that wants to use it to manipulate you into buying financial products. Plus 37 other companies that want the data.

If someone buys the retail company, however, they get the data. They may or may not have been bought for the data. I should mention that the data is a package deal. You aren't getting the fruity pie filling without taking the crust and packaging as well.