Profiling users online and directed online advertising has become a major business with companiessuch as Google and Facebook as frontier companies. Through incidents such as the CambridgeAnalytica scandal, the public has started to take notice of both the positive and the negative sides of thebusiness. The data given to companies with a data driven business model can make the user experiencemore personalized and therefore better. On the other hand the data collected could be seen as privacyreducing and exploitation of users. This study aims to foresee opportunities and new ways to develop adata driven business model which has the user's interests in mind and still remains profitable. Withempirical data through interviews and theories the study will show that data driven business modelshave big potential to be profitable and simultaneously make the user more aware or even make datadelivery in the user’s best interest. The main methods to do this is by implementing privacy dashboards,transparency and moving the pieces in the business model to make the user central in the businessmodel.