The Data Days Conference 2014, hosted by nugg.ad under the slogan ‘AIR. WATER. EARTH. DATA.’, evoked fascinating panels and discussions on several Big Data topic on October 1st & 2nd: international guests from politics, economy, privacy, and the digital sector talked about the impact of algorithms on non-digital environments and how automation is changing the online industry as well as our everyday lives. Topics like the ethical, economical and political consequences of huge volumes of data were discussed and to what extend “the new gold” entails new business models.