The research subject of this final thesis is based on clarifying and defining the application of open data in digital marketing, as well as how crucial their importance is in business itself. As can be seen today, technology has started to rule the market and every company tries to reach certain positions on the market and expand its business in the field of digital marketing. It can be said that digital marketing is also the future of business in general. Also, what needs to be highlighted is open data. They represent an extremely important link when researching, analyzing and planning certain business ventures. Sometimes we are not even aware of how much they contribute and improve many businesses. Today, the world has become one big online market. Every day, the power of technology is growing and new tools, programs and systems are being introduced for easier data processing that aim to reduce human work and speed up processes, which result in only positive results and successes. The application of open data in the public, profit and non-profit sector shows how much they actually have an extremely large impact on first the individual and then society, companies and general growth and development, as well as raising awareness of their importance in all sectors, especially in the business sector. The combination of digital marketing with open data secures the future.