Using HTML data-attribute to set CSS background-image url

If you wanted to keep it with just HTML and CSS you can use CSS Variables. Keep in mind, css variables aren't supported in IE.

<div class="thumb" style="--background: url('images/img.jpg')"></div> 

.thumb {
    background-image: var(--background);
}

Codepen: https://codepen.io/bruce13/pen/bJdoZW

You will eventually be able to use

background-image: attr(data-image-src url);

but that is not implemented anywhere yet to my knowledge. In the above, url is an optional "type-or-unit" parameter to attr(). See https://drafts.csswg.org/css-values/#attr-notation.