Data activity monitoring (DAM) is a security process that involves continuous tracking and analyzing access to and usage of data within databases or other storage systems. The primary goal of DAM is to detect and respond to unauthorized or suspicious activities in real-time, ensuring that sensitive information is accessed only by those who are authorized. By monitoring who is accessing the data, what they are doing with it, and when these activities occur, DAM helps organizations protect against data breaches, ensure compliance with regulations, and maintain the integrity of their data environments. It provides visibility into data interactions, enabling prompt action if any anomalies or potential threats are detected.