{"id":157147,"date":"2025-01-28T05:44:28","date_gmt":"2025-01-28T13:44:28","guid":{"rendered":"https:\/\/www.mcafee.com\/blogs\/?p=157147"},"modified":"2025-01-28T08:53:41","modified_gmt":"2025-01-28T16:53:41","slug":"how-data-brokers-sell-your-identity","status":"publish","type":"post","link":"https:\/\/www.mcafee.com\/blogs\/tips-tricks\/how-data-brokers-sell-your-identity\/","title":{"rendered":"How Data Brokers Sell Your Identity"},"content":{"rendered":"<p><a href=\"https:\/\/www.staysafeonline.org\/data-privacy-week\">Data Privacy Week<\/a> is here, and there\u2019s no better time to shine a spotlight on one of the biggest players in the personal information economy: data brokers. These entities collect, buy, and sell hundreds\u2014sometimes thousands\u2014of data points on individuals like you. But how do they manage to gather so much information, and for what purpose? From your browsing habits and purchase history to your location data and even more intimate details, these digital middlemen piece together surprisingly comprehensive profiles. The real question is: where are they getting it all, and why is your personal data so valuable to them? Let\u2019s unravel the mystery behind the data broker industry.<\/p>\n<h2><strong>What are data brokers?<\/strong><\/h2>\n<p>Data brokers aggregate user info from various sources on the internet. They collect, collate, package, and sometimes even analyze this data to create a holistic and coherent version of you online. This data then gets put up for sale to nearly anyone who&#8217;ll buy it. That can include marketers, private investigators, tech companies, and sometimes law enforcement as well. They\u2019ll also sell to spammers and scammers. (Those bad actors need to get your contact info from somewhere \u2014 data brokers are one way to get that and more.)<\/p>\n<p>And that list of potential buyers goes on, which includes but isn\u2019t limited to:<\/p>\n<ul>\n<li>Tech platforms<\/li>\n<li>Banks<\/li>\n<li>Insurance companies<\/li>\n<li>Political consultancies<\/li>\n<li>Marketing firms<\/li>\n<li>Retailers<\/li>\n<li>Crime-fighting\u00a0bureaus<\/li>\n<li>Investigation\u00a0bureaus<\/li>\n<li>Video streaming service\u00a0providers<\/li>\n<li>Any other businesses involved in sales<\/li>\n<\/ul>\n<p>These companies and\u00a0social media\u00a0platforms use your data to better understand target demographics and the content with which they interact. While the practice isn\u2019t unethical in and of itself (personalizing user experiences and creating more convenient UIs are usually cited as the primary reasons for it), it does make your data vulnerable to malicious attacks targeted toward big-tech servers.<\/p>\n<h2><strong>How do data brokers get your information?<\/strong><\/h2>\n<p>Most of your online activities are related. Devices like your phone, laptop, tablets, and even fitness watches are linked to each other. Moreover, you might use one email ID for various accounts and subscriptions. This online interconnectedness makes it easier for\u00a0data brokers\u00a0to create a cohesive user profile.<\/p>\n<p>Mobile phone\u00a0apps\u00a0are the most common way for\u00a0data brokerage\u00a0firms to collect your data. You might have countless\u00a0apps\u00a0for various purposes, such as financial transactions, health and fitness, or\u00a0social media.<\/p>\n<p>A number of these\u00a0apps\u00a0usually fall under the umbrella of the same or subsidiary family of\u00a0apps, all of which work toward collecting and supplying data to big tech platforms. Programs like Google\u2019s AdSense make it easier for developers to monetize their\u00a0apps\u00a0in exchange for the user information they collect.<\/p>\n<p>Data brokers also collect data points like your home address, full name, phone number, and date of birth. They have automated scraping tools to quickly collect relevant information from public records (think sales of real estate, marriages, divorces, voter registration, and so on).<\/p>\n<p>Lastly,\u00a0data brokers\u00a0can gather data from other third parties that track your cookies or even place\u00a0trackers\u00a0or cookies on your browsers. Cookies are small data files that track your online activities when visiting different websites. They track your\u00a0IP address\u00a0and browsing history, which third parties can exploit. Cookies are also the reason you see personalized ads and products.<\/p>\n<h2><strong>How data brokers sell your identity<\/strong><\/h2>\n<p>Data brokers\u00a0collate your private information into one package and sell it to \u201cpeople search\u201d websites. As mentioned above, practically anyone can access these websites and purchase extensive\u00a0consumer data, for groups of people and individuals alike.<\/p>\n<p>Next, marketing and sales firms are some of\u00a0data brokers\u2019 biggest clients. These companies purchase massive data sets from\u00a0data brokers\u00a0to research your\u00a0data profile. They have advanced algorithms to segregate users into various consumer groups and target you specifically. Their predictive algorithms can suggest personalized ads and products to generate higher lead generation and conversation percentages for their clients.<\/p>\n<h2><strong>Are data brokers legal?<\/strong><\/h2>\n<p>We tend to accept the terms and conditions that various\u00a0apps\u00a0ask us to accept without thinking twice or reading the fine print. You probably cannot proceed without letting the\u00a0app\u00a0track certain data or giving your personal information. To a certain extent, we trade some of our privacy for convenience. This becomes public information, and\u00a0apps\u00a0and\u00a0data brokers collect, track, and use our data however they please while still complying with the law.<\/p>\n<p>There is no comprehensive privacy law in the U.S. on a federal level. This allows\u00a0data brokers\u00a0to collect personal information and condense it into marketing insights. While not all methods of gathering private data are legal, it is difficult to track the activities of\u00a0data brokers\u00a0online (especially on the dark web). As technology advances, there are also easier ways to harvest and exploit data.<\/p>\n<p>As of March 2024, 15 states in the U.S. have data privacy laws in place. That includes California, Virginia, Connecticut, Colorado, Utah, Iowa, Indiana, Tennessee, Oregon, Montana, Texas, Delaware, Florida, New Jersey, and New Hampshire.<a href=\"#_edn1\" name=\"_ednref1\">[i]<\/a> The laws vary by state, yet generally, they grant rights to individuals around the collection, use, and disclosure of their personal data by businesses.<\/p>\n<p>However, these laws make exceptions for certain types of data and certain types of collectors. In short, these laws aren\u2019t absolute.<\/p>\n<h2><strong>Can you remove yourself from data broker websites?<\/strong><\/h2>\n<p>Some\u00a0data brokers\u00a0let you\u00a0<a href=\"https:\/\/www.mcafee.com\/blogs\/tips-tricks\/how-to-remove-personal-information-from-data-broker-sites\/\" target=\"_blank\" rel=\"noopener\">remove your information from their websites<\/a>. There are also extensive guides available online that list the method by which you can opt-out of some of the biggest data brokering firms. For example,\u00a0<a href=\"https:\/\/github.com\/glamrock\/data-brokers\/blob\/master\/data-brokers.md\" target=\"_blank\" rel=\"noopener\">a guide by Griffin Boyce<\/a>, the systems administrator at Harvard University\u2019s Berkman Klein Center for Internet and Society, provides detailed information on how to opt-out of a long list of\u00a0data broker companies.<\/p>\n<p>Yet the list of data brokers is long. Cleaning up your personal data online can quickly eat up your time, as it requires you to reach out to multiple data brokers and opt-out.<\/p>\n<p>Rather than removing yourself one by one from the host of data broker sites out there, you have a solid option: our <a href=\"https:\/\/www.mcafee.com\/learn\/personal-data-cleanup\/?path=blogs\" target=\"_blank\" rel=\"noopener\">Personal Data Cleanup<\/a>.<\/p>\n<p>Personal Data Cleanup scans data broker sites and shows you which ones are selling your personal info. It also provides guidance on how you can remove your data from those sites. And if you want to save time on manually removing that info, you have options. Our <a href=\"https:\/\/www.mcafee.com\/en-us\/identity-theft\/family.html?path=blogs\" target=\"_blank\" rel=\"noopener\">McAfee+ Advanced and Ultimate plans<\/a> come with full-service Personal Data Cleanup, which sends requests to remove your data automatically.<\/p>\n<p>If the thought of your personal info getting bought and sold in such a public way bothers you, our Personal Data Cleanup can put you back in charge of it.<\/p>\n<p><a href=\"#_ednref1\" name=\"_edn1\">[i]<\/a> <a href=\"https:\/\/pro.bloomberglaw.com\/insights\/privacy\/state-privacy-legislation-tracker\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pro.bloomberglaw.com\/insights\/privacy\/state-privacy-legislation-tracker\/<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Data Privacy Week is here, and there\u2019s no better time to shine a spotlight on one of the biggest players&#8230;<\/p>\n","protected":false},"author":1407,"featured_media":194064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10670],"tags":[15396,15399,5399,15400,15394,4452,4145,15401,15397,5448,5183,15402,142,15398,5464,15395,15393],"coauthors":[15735],"class_list":["post-157147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-acxiom","tag-aggregate","tag-apps","tag-consumer-data","tag-credit-card","tag-cybersecurity","tag-data-breach","tag-data-brokerage","tag-data-brokers-collect","tag-data-privacy","tag-equifax","tag-experian","tag-tag-identity-theft","tag-offline","tag-personal-data","tag-phone-number","tag-public-records"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Data Brokers Sell Your Identity | 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