This document discusses open data and its promise to drive innovation through new applications and insights. It notes that while many applications have been created, open data has not yet caused the wave of innovation promised. To fully realize open data's value, all data must be easily accessible, discoverable, and remain open and free. Data marketplaces can help by building business models like specialized apps, advertising, paid APIs, and premium data to support keeping data open while becoming sustainable. Open data must also prove its value for public sector efforts to continue. We must think beyond just applications and think big to truly unlock open data's potential.