# Data valuation

URL: https://aidataforsale.com/glossary/data-valuation
Publisher: AI Data For Sale (Marketing Signals Ltd)
Updated: 2026-11-10

Estimating what a dataset is worth to a buyer, based on scarcity, quality, structure, volume, exclusivity and rights.

## Why there is no list price

AI training data is valued buyer by buyer. Each buyer estimates how much the data will improve its models on tasks it cares about. MIT Technology Review reported that buyer valuations of startup data vary widely because they rest on uncertain research theses ([MIT Technology Review](https://technologyreview.com/2026/10/13/1145755/ai-labs-buying-data-from-dead-startups-to-train-models)).

## The main value drivers

| Driver | Raises value |
| --- | --- |
| Scarcity | Not available online or from other sellers |
| Quality | Accurate, edited, consistent |
| Structure | Roles, timestamps, outcomes, links |
| Coverage | Many sources, years and variations |
| Rights | Documented, cleared, de-identified |
| Exclusivity | Exclusive or first access |

## Published reference points

Reuters reported image prices from about 2 cents to $2 per image depending on the seller ([Reuters via The Star](https://www.thestar.com.my/tech/tech-news/2024/04/26/inside-big-techs-underground-race-to-buy-ai-training-data)). Bloomberg reported $1 to $4 per minute for unpublished video ([Bloomberg via The Star](https://www.thestar.com.my/tech/tech-news/2025/01/13/youtubers-are-selling-their-unused-video-footage-to-ai-companies)). Google paid $10 million for Spirit Airlines' email, chat and other records at auction in 2026 ([TravelPulse](https://www.travelpulse.com/news/airlines-airports/google-buys-spirit-airlines-data-for-10-million)). See every figure on our [AI data prices](https://aidataforsale.com/ai-data-prices) page.

## Getting a valuation

Start with a [manifest](https://aidataforsale.com/glossary/data-manifest), compare it with published deals, then test the range with more than one buyer.

## Go deeper

- [How to value a dataset](https://aidataforsale.com/learn/how-to-value-a-dataset)

## Sources

- [MIT Technology Review: AI labs are buying data from dead startups to train models (October 2026)](https://technologyreview.com/2026/10/13/1145755/ai-labs-buying-data-from-dead-startups-to-train-models)
- [Reuters via The Star: Inside Big Tech's underground race to buy AI training data (April 2024)](https://www.thestar.com.my/tech/tech-news/2024/04/26/inside-big-techs-underground-race-to-buy-ai-training-data)
- [Bloomberg via The Star: YouTubers are selling their unused video footage to AI companies (January 2025)](https://www.thestar.com.my/tech/tech-news/2025/01/13/youtubers-are-selling-their-unused-video-footage-to-ai-companies)
- [TravelPulse: Google buys Spirit Airlines' data for $10 million (August 2026)](https://www.travelpulse.com/news/airlines-airports/google-buys-spirit-airlines-data-for-10-million)