What Data Brokers Know About You

You've never heard of most of them, but thousands of data brokers have heard plenty about you. These companies operate behind the scenes, collecting and selling detailed profiles on billions of individuals. Here's what they know and where they get it.

The Scope of Data Collection

According to the Electronic Privacy Information Center (EPIC), data brokers collect extensive dossiers that include names, addresses, phone numbers, email addresses, gender, age, marital status, children, education, profession, income, and political preferences—and that's just the beginning.

Major data broker companies like Acxiom, Experian, Equifax, CoreLogic, and TransUnion maintain databases containing billions of records on individuals worldwide.

Categories of Information Collected

Personal Identifiers

• Full name and any aliases
• Date of birth
• Social Security number (partial or full)
• Driver's license number
• Current and previous addresses
• Phone numbers (mobile and landline)
• Email addresses

Demographic Information

• Gender and marital status
• Household composition
• Religious affiliation
• Political party registration
• Ethnic background
• Languages spoken

Financial Data

• Credit scores and credit history
• Income estimates
• Property ownership records
• Mortgage information
• Bankruptcy filings
• Investment accounts
• Debt levels

Professional Information

• Employment history
• Job titles and employers
• Professional licenses
• Business ownership
• LinkedIn and professional social media

Behavioral Data

• Purchase history and shopping preferences
• Website browsing activity
• Mobile app usage
• Location data and travel patterns
• Social media activity and interests
• Search history

Legal and Public Records

• Court records and litigation history
• Criminal records and arrests
• Marriage and divorce records
• Voter registration
• Vehicle registration
• Property transactions

Health-Related Information

• Fitness tracker data
• Health-related purchases (medications, supplements, assistive devices)
• Insurance claims (in some cases)
• Wellness app data

Where Data Brokers Get Your Information

Public Records

Data brokers legally access government databases and public records including:

• Court records (civil and criminal)
• Census data
• Voter registration files
• Property deeds and tax assessments
• Birth, marriage, and divorce certificates
• Motor vehicle records
• Business filings

According to the California Attorney General's office, the CCPA's definition of "personal information" does not include information lawfully made available from government records—which is why data brokers can continue collecting this information even after you submit opt-out requests.

Commercial Sources

Data brokers purchase information from:

• Credit card companies and financial institutions
• Retailers and loyalty programs
• Data aggregators and other brokers
• Survey companies
• App developers

Online Tracking

Through cookies, web beacons, and tracking pixels, data brokers monitor:

• Websites you visit
• Products you browse
• Searches you perform
• Ads you click
• Content you engage with

Mobile Applications

Your apps may share:

• Location data
• Contact lists
• Usage patterns
• In-app purchases
• Device identifiers

Social Media

Public social media profiles provide:

• Personal interests and hobbies
• Relationship status
• Employment information
• Photos and location check-ins
• Friend networks and associations

Fine Print Consent

When you sign up for services, enter sweepstakes, or complete surveys, the terms often include permission to share your data with third parties or "marketing partners."

How Your Data Gets Used

Marketing and Advertising

The primary use of data broker information is targeted advertising. Companies purchase consumer profiles to identify likely customers and deliver personalized ads.

Background Checks

Employers, landlords, and others use people-search sites (which source data from brokers) to research individuals. This can affect your job prospects, housing applications, and more.

Risk Assessment

Financial institutions and insurance companies use aggregated data to assess creditworthiness and calculate premiums.

Fraud Detection

Some data broker information is used legitimately for identity verification and fraud prevention.

Government and Law Enforcement

Federal, state, and local agencies purchase data broker information for investigations, surveillance, and other purposes—often without a warrant.

The Real Risks

Identity Theft

The more information available about you, the easier it is for criminals to impersonate you. Phone numbers alone can be used to uncover Social Security numbers, addresses, and family details, according to privacy experts.

Stalking and Harassment

Domestic violence survivors, judges, law enforcement officers, and others with security concerns are particularly vulnerable when their home addresses and personal details are easily purchasable.

Discrimination

Detailed profiles can enable discrimination in hiring, housing, lending, and other areas—even when the underlying data is inaccurate.

Data Breaches

Data brokers are frequent targets of cyberattacks. The 2017 Equifax breach exposed personal information of 147 million people. When brokers get breached, your information becomes available to criminals.

Inaccuracy

Data broker profiles often contain errors. You might be denied credit, housing, or employment based on information that isn't even correct—and you may never know why.

What You Can Do

Minimize Your Digital Footprint

• Adjust social media privacy settings
• Opt out of loyalty programs that sell data
• Use privacy-focused browsers and search engines
• Consider a VPN for browsing
• Be cautious about app permissions
• Read privacy policies before signing up for services

Opt Out of Data Brokers

Each data broker has its own opt-out process. Major sites to address include:

• Spokeo
• Whitepages
• BeenVerified
• PeopleFinder
• Radaris
• Intelius
• TruthFinder
• MyLife

This is time-consuming—and data can reappear as brokers update their databases.

Use Available Legal Tools

• California residents: Use the new DROP platform at privacy.ca.gov to submit deletion requests to all registered data brokers at once
• All U.S. residents: Exercise your rights under state privacy laws where applicable
• EU residents: GDPR provides strong deletion rights

Monitor Continuously

Data removal is not a one-time event. Brokers continuously update their databases from public records and other sources. Ongoing monitoring is necessary to maintain privacy.

The Future of Data Brokerage

The data broker industry operates in what EPIC calls "a billion-dollar industry collecting and selling consumers' personal information" with "virtually no oversight."

California's Delete Act and DROP platform represent the most significant regulatory action to date, but federal legislation remains elusive. Until comprehensive regulation arrives, the burden falls on individuals to protect their own privacy—or to enlist help.