In this talk we address two questions:
1) How to use structured data in web search?
2) How to gather structured data?
For the first question we identify valuable classes of data, present query classes that can benefit from structured data and describe architecture that combines keyword search with structured search.
For the second question we present Data Cloud: An ecosystem of data publishers, search engine (data cloud) and data consumers. We show connection form Data Cloud Strategy to classic notion in economics: network effect in two-sided markets. At the end of the talk an early demo implementation will be presented.