The market is at the core of our economy. Will the data age change this age-old institution, and if so, how? How will money, banks and other elements of finance capitalism fare in this world of a data-rich economy? What are the possible consequences for the way in which firms operate, people work, and innovation and competition unfold? What policy measures will we have to consider as we forge a path into this brave new world? These questions are addressed by Viktor Mayer-Schonberger in this lecture.