Did you know that the average American has their personal data in over 700 data broker databases? That’s not a typo—seven hundred companies you’ve never heard of are collecting, packaging, and selling information about your habits, preferences, and life events.
As I dive deeper into researching digital privacy for my upcoming book on personal cybersecurity, data brokers keep emerging as a massive yet largely invisible threat to our privacy. These companies operate in the shadows of our digital lives, yet their impact on our security and privacy is profound.
What Are Data Brokers?
Data brokers are companies that collect personal information about consumers from various public and private sources, then aggregate, analyze, and package that data to sell to other businesses or individuals. They’re the middlemen of the information economy, and business is booming—the data broker industry is valued at over $200 billion and growing rapidly.
These companies gather information from:
- Public records (property records, court documents, voter registrations)
- Online activities (browsing history, social media activity, purchase history)
- Loyalty programs and surveys
- App usage and location data
- Financial and health information
What’s particularly concerning is how these seemingly disparate data points can be combined to create detailed profiles. A recent investigation by The Markup* found that data brokers can link your online and offline activities with remarkable precision, creating ‘digital dossiers’ that include sensitive information like health conditions, financial vulnerabilities, and even political beliefs.
* The Markup is a U.S. nonprofit news publication focused on the impact of technology on society.
Why Should You Care?
You might think, “So what if companies have my data? I have nothing to hide.” But the implications go far beyond targeted advertising:
- Identity Theft Risk: The more places your personal information exists, the greater your risk of identity theft. When data brokers suffer breaches (and they do—frequently), your information can end up for sale on dark web marketplaces.
- Discrimination Concerns: Data broker profiles can be used for ‘alternative scoring’ outside traditional credit reports, potentially affecting your ability to get insurance, housing, or even employment.
- Manipulation: Detailed profiles enable highly targeted messaging that can exploit personal vulnerabilities or fears—whether for commercial, political, or even fraudulent purposes.
- Loss of Control: Most people have no idea what information data brokers have collected about them or how accurate it is. Errors in these databases can have real-world consequences.
What Can You Do About It?
As I work through this chapter in my book, I’ve been testing various opt-out methods. Here are the most effective approaches I’ve found:
1. Use opt-out services (easiest solution but subscription based): Consider using services below that automate the opt-out process across multiple data brokers. While these services typically require a subscription fee, they save considerable time and effort. Note that some of these services are phone-based apps.
- DeleteMe (750+ data broker sites, $129 annual)
- Incogni (180+ data broker sites, $89 annual)
- Privacy Bee (855+ data broker sites, $197 annual)
- Optery (560+ data broker sites, $0-$249 annual)
- PrivacyHawk (200+ data broker sites, $120 annual)
- Aura (200+ data broker sites, $140 annual)
Which one you prefer depends on your priorities: cost, coverage, extended privacy tools, or customer support. I asked Grok to recommend which options offer the:
- Most comprehensive and effective service (PrivacyBee).
- Best value for services rendered (DeleteMe).
- Deepest set of customizable privacy tools (PrivacyBee)
- Best user experience and customer support (DeleteMe)
2. DIY opt-outs for major brokers (time consuming, obfuscatory, and one broker at-a-time): If you prefer the free route, start with the biggest players. Visit the privacy pages to submit opt-out requests. Warning: they don’t make it easy.
Longer-Term Privacy Habits
Beyond immediate opt-outs, I’m incorporating these practices as I develop my personal security framework:
- Use privacy-focused browsers and search engines
- Be selective about loyalty programs and surveys
- Read privacy policies before installing apps (particularly regarding data sharing)
- Consider using a dedicated email for commercial accounts
- Regularly check and tighten privacy settings on social media
The Regulatory Landscape is Changing
There’s some good news on the horizon. California’s CCPA and CCRA, Virginia’s CDPA, and other state laws are beginning to give consumers more rights regarding data collection and broker practices. At the federal level, proposed legislation like the American Data Privacy and Protection Act shows promising movement toward comprehensive regulation.
As I navigate these waters for my book, I’m finding that awareness is the first step. Simply understanding how these systems work empowers us to make better choices about our digital privacy.
What’s Your Experience?
Have you ever tried to opt out of data broker databases? What challenges did you face? Or perhaps you’ve experienced consequences from having your data bought and sold? I’d love to hear your experiences in the comments below.
What’s Next
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