The paper presents the structure and dynamics of personal data market. It shows the economic dimension of personal data to the information economy and presents the four layers of market data: collection and storage of information; processing and data mining; analysis and training samples; and modulation. These layers are linked and mixed depending on the organization of the companies included in this market. The article also shows the data elements of the market in Brazil based on interviews with its operators. Finally, it indicates the right to privacy importance in order to impose limits on data interception economy activities.