Data brokers are companies that collect, analyze, and sell personal information to ad agencies or interested parties. By gathering data from various sources, including public records, social media, and online activity, these companies create detailed user profiles (name, email, SSN, IP address) that can be sold to businesses for marketing, risk assessment, and other purposes.
Data brokers collect information from a variety of sources, both public and private, and combine information from multiple sources to create comprehensive profiles of individuals, making it difficult to track the origin of specific data points. Here are some of the primary ways they obtain your personal data:
Data brokers can be classified into six primary categories based on their specific focus:
These companies gather and sell information about your browsing habits, purchase history, and everyday interests. They are responsible for running personalized marketing campaigns and targeted online ads that you usually see on your mobile phones and computers.
These brokers compile and use your personal information to provide background screening services for human resources departments.
These companies collect and sell a range of background information, criminal records, property records, and other data to generate assessment reports for investment and business firms.
Often accessible for free, these brokers offer extensive profiles, contact details, and background information about you.
These companies gather various personal finance and background data to assist credit companies and banks in building credit scores, which can impact loan eligibility.
These brokers collect information about your general health and sell it to healthcare companies. This data can be used for targeted health product advertising and event insurance rate setting.
Data brokers collect and sell your personal information to a variety of businesses and organizations. This data can be used for various purposes, including:
Data brokers help companies create targeted ads based on your personal interests, demographics, and online habits and behavior. Businesses and ad agencies use such data to understand consumer preferences, emerging trends, and product market-fit opportunities.
Your financial data can be used to calculate your credit score, which affects your ability to obtain loans and credit cards. Insurance companies use data to assess your risk and determine your insurance premiums. Your data can also be used to identify and prevent fraudulent activity.
Businesses can use data to divide customers into groups based on shared characteristics. Data can help companies identify potential customers and develop targeted marketing campaigns.
Your data is used to understand customer needs and preferences, helping businesses develop new products and services.
Your information can be used to provide location-specific recommendations for businesses, restaurants, and other services.
The data brokerage industry is vast, with thousands of companies operating worldwide. However, a few dominant players control a significant portion of the market. Here are ten of the largest data brokers:
Known for its credit reporting services, Experian also collects and sells a wide range of consumer data, including demographics, location, and online behavior.
Another major credit reporting agency, Equifax also offers data analytics and marketing services.
A third major credit reporting agency, TransUnion collects and sells consumer data for various purposes, including risk assessment and marketing.
A global leader in data-driven marketing, Acxiom collects and analyzes consumer data to help businesses personalize their marketing campaigns.
A subsidiary of Publicis Groupe, Epsilon is a leading provider of data-driven marketing solutions, offering a wide range of services, including data acquisition, analytics, and campaign management.
Oracle's marketing cloud platform offers data management, analytics, and personalization tools to help businesses understand and engage with their customers.
The CoreLogic platform provides businesses with insights into property valuation, consumer credit, mortgages, capital markets, and tailored credit reports.
Salesforce is a leading customer relationship management (CRM) platform that also offers data analytics and marketing automation tools.
A provider of data and analytics solutions, InfoGroup offers a wide range of data products, including business data, consumer data, and location data.
ID Analytics specializes in fraud prevention and identity verification solutions, using data analytics to help businesses detect and prevent fraud.
Data brokers collect and sell your personal information to businesses and organizations. They use this information for various purposes, such as targeted advertising, risk assessment, and market research.
For instance: You're walking through a shopping mall. As you pass by a store, your smartphone, which is constantly emitting location signals, is detected by the store's WiFi network. If the retailer knows you're a frequent shopper at their store and you're currently in the mall, they might send you a push notification offering a discount on a product you've previously expressed interest in.
Data brokers collect a wide range of personal information, including:
Your data is not safe with data brokers! Many data brokers have faced breaches that resulted in your privacy being used for malicious purposes, like phishing attempts and identity theft.
We have already witnessed Equifax and Experian data breaches in the past, let’s discuss some of the recent data leaks to understand how vulnerable your data is:
National Public Data, a data broker, lost millions of Social Security numbers in a breach. The company filed for bankruptcy due to lawsuits and liabilities. They cannot afford to pay for credit monitoring for affected individuals and the insurance denied coverage and they have few assets. It's unlikely those affected will receive compensation.
Data brokerage National Public Data has filed for bankruptcy months after admitting that "hundreds of millions" of people were affected in one of the largest data breaches in history, according to The Register.
— Melissa Hallman (@dotconnectinga) October 13, 2024
The bankruptcy petition states: "The debtor is likely liable through… pic.twitter.com/wUWu3PmJW3
A massive data leak involving over 170 million records has been traced back to the US-based data broker, People Data Labs (PDL). The leaked data includes sensitive information such as full names, phone numbers, emails, locations, and professional details, putting individuals at risk of identity theft.
The breach was discovered on June 25, 2024, and was attributed to an unsecured Elasticsearch server. This incident raises concerns about the security practices of data brokers and the potential misuse of personal information.
Insurance brokerage Keenan & Associates recently disclosed a data breach affecting over 1.5 million individuals. The breach occurred between August 21 and 27, 2023, and compromised sensitive information like names, Social Security numbers, and health insurance details. Keenan has offered identity theft protection and implemented enhanced security measures.
In October 2023, a data breach at 23andMe exposed the personal information of around 14,000 customers. The attackers used stolen login credentials to access accounts. A $30 million settlement offers compensation to affected users. Depending on the claim type, payouts can range from $100 to $10,000. An official settlement website was launched for claim submission.
They had the most massive data breach.
— Brattani (@Bratt_world) September 18, 2024
Every piece of info shared (email, bday, address, cc, bloodline etc)
Sold to 3rd parties.
Think about that ….. pic.twitter.com/VdszhVT9J9
Data Brokers are generally legal, but the specific regulations governing them vary widely across countries and jurisdictions. In the United States, there's no comprehensive federal law directly regulating data brokers, but individual states have enacted laws like the California Consumer Privacy Act (CCPA) to provide consumers with more control over their data.
In the European Union, the General Data Protection Regulation (GDPR) imposes strict data protection standards on companies, including data brokers, requiring explicit consent for data collection and granting individuals various rights over their personal information.
Similar regulations exist in other countries like Australia, Canada, and Brazil, ensuring that data brokers operate within defined legal frameworks and that individuals have safeguards to protect their privacy.
Protecting your data from data brokers requires vigilance and effort. To safeguard your digital privacy, familiarize yourself with data protection regulations in your region, minimize sharing personal details on social platforms, and reduce the number of online accounts you maintain.
You must also avoid opening suspicious emails, and download apps exclusively from reputable sources. If you find all this hectic, try a reliable privacy management application, such as PurePrivacy.
According to ZipRecruiter, data brokers typically earn an average of $34.86 an hour. However, salaries can reach as high as six figures depending on location and experience. The industry's growth and the increasing value of data suggest that this trend is likely to continue.
Starting as a data broker often involves identifying a niche, collecting and processing data, enriching the data, building a customer base, ensuring compliance, and scaling the business. But you also need technical skills, business acumen, and a strong knowledge of data privacy regulations.
Data brokers sell aggregated data to other brokers, advertisers, political campaigns, market research firms, businesses, and government agencies. Buyers use this data for various purposes like targeting customers, analyzing trends, and developing policies.
The largest data brokers in the US are typically big tech companies and specialized data firms. Some of the most prominent include Google, Facebook, Oracle, Experian, Equifax, TransUnion, Acxiom, and Nielsen.
Yes, Google is considered a data broker. It collects vast amounts of user data through its search engine, products, and services.
You can start by submitting opt-out requests to major data brokers. However, this process can be time-consuming and doesn't guarantee complete data removal. For a more efficient approach, consider using automated services like PurePrivacy, which can help delete your information from data brokers and prevent future data collection.
Data brokers play a significant role in the data market, and understanding their practices is crucial for protecting your privacy. While regulations are evolving, taking a proactive approach to protect your information is essential. Consider using privacy-focused apps and data removal services, such as PurePrivacy, offering an all-in-one privacy solution.