Have you ever wondered how advertisers seem to know everything about you? How insurance companies calculate your risk before you've even applied? Or how lenders decide your creditworthiness based on factors you never disclosed?
The answer is data brokers.
Data brokers are companies that collect, analyze, and sell your personal information to third parties—often without your knowledge or consent. They operate in the shadows of the digital economy, building detailed profiles about hundreds of millions of people.
In this guide, we'll explain what data brokers are, how they collect your data, what they do with it, and most importantly—how you can protect yourself.
What Is a Data Broker?
A data broker (also called an information broker or data aggregator) is a company that collects personal information about consumers from various sources, packages it into profiles, and sells it to other companies.
Unlike social media platforms or websites you voluntarily use, you never signed up for a data broker's services. They collect information about you from:
- Public records (property records, voter registrations, court documents)
- Purchase history (credit card transactions, loyalty programs)
- Online activity (websites you visit, searches you make)
- Social media (posts, likes, connections)
- Mobile apps (location data, app usage)
- Third-party partnerships (retailers, financial institutions)
Data brokers then compile this information into comprehensive profiles that include everything from your age and income to your shopping habits and political beliefs.
How Do Data Brokers Collect Your Data?
Data brokers use dozens of methods to gather information about you:
1. Public Records
Data brokers scrape publicly available information from:
- Property records (home ownership, property value)
- Voter registration databases (party affiliation, voting history)
- Court records (lawsuits, bankruptcies, divorces)
- Professional licenses
- Marriage and birth certificates
2. Purchase History
Every time you buy something, data brokers can track it through:
- Credit card transactions
- Store loyalty programs (grocery stores, pharmacies, retail)
- E-commerce platforms
- Subscription services
3. Online Activity
Your digital footprint is constantly monitored through:
- Website cookies and tracking pixels
- Search engine queries
- Social media activity (posts, likes, shares, connections)
- Mobile app usage and permissions
- Location data from your smartphone
4. Data Partnerships
Companies sell your information to data brokers, including:
- Retailers (what you buy)
- Banks and financial institutions (income, spending habits)
- Insurance companies (health status, claims history)
- Telecommunications companies (call records, browsing data)
5. Contests and Surveys
When you enter a contest or fill out a survey, the fine print often includes permission to sell your information to third parties.
What Information Do Data Brokers Have About You?
Data brokers build shockingly detailed profiles that can include:
Basic Demographics:
- Full name, age, date of birth
- Current and previous addresses
- Phone numbers and email addresses
- Marital status and family members
Financial Information:
- Income level and net worth estimates
- Credit score and creditworthiness
- Property ownership and home value
- Vehicle ownership
Purchase Behavior:
- Shopping habits and preferences
- Brand loyalty
- Online and offline purchases
- Subscription services you use
Health and Lifestyle:
- Medical conditions (inferred from purchases and searches)
- Prescription medications
- Fitness activities and gym memberships
- Alcohol and tobacco use
Digital Behavior:
- Websites you visit
- Search queries
- Social media activity
- Apps you use
- Time spent online
Political and Social:
- Political party affiliation
- Voting history
- Charitable donations
- Religious affiliation (inferred)
- Social causes you support
Inferred Characteristics:
- Personality traits
- Life events (pregnancy, divorce, job loss)
- Interests and hobbies
- Future purchasing intent
Who Buys Data From Data Brokers?
Data brokers sell your information to a wide range of buyers:
1. Advertisers and Marketers
Companies buy data to target ads more effectively. If you've ever wondered why you see ads for baby products right after searching for pregnancy tests, this is why.
2. Insurance Companies
Insurers use purchased data to:
- Assess risk and set premiums
- Identify potential customers
- Detect fraud
- Deny coverage based on lifestyle factors
3. Financial Institutions
Banks and lenders use data broker information to:
- Pre-approve credit offers
- Assess creditworthiness
- Set interest rates
- Identify high-risk borrowers
4. Employers
Some employers purchase data for:
- Background checks
- Screening job candidates
- Monitoring employee behavior
- Assessing cultural fit
5. Government Agencies
Law enforcement and government agencies buy data for:
- Investigations
- Surveillance
- Immigration enforcement
- National security purposes
6. Political Campaigns
Political organizations use data to:
- Target voters with specific messages
- Identify likely supporters
- Predict voting behavior
- Fundraise from specific demographics
7. Scammers and Fraudsters
Unfortunately, data brokers sometimes sell to malicious actors who use the information for:
- Identity theft
- Phishing scams
- Financial fraud
- Harassment
The Biggest Data Brokers You've Never Heard Of
While most people have never heard of data brokers, these companies handle billions of records:
Acxiom - Claims to have data on over 700 million consumers worldwide
Experian - Known for credit reporting, but also a massive data broker
Epsilon - Processes trillions of transactions annually
Oracle Data Cloud - Tracks over 5 billion people across 110 countries
CoreLogic - Specializes in property and financial data
Equifax - Another credit bureau that also sells consumer data
LexisNexis Risk Solutions - Maintains profiles on hundreds of millions of people
Spokeo - Aggregates public records and social media data
WhitePages - Combines phone directories with personal information
PeopleFinders - Specializes in background checks and people searches
Why Data Brokers Are Dangerous
1. Lack of Transparency
You have no idea:
- What information they have about you
- Where they got it
- Who they've sold it to
- How accurate it is
2. Inaccurate Data
Data brokers often make incorrect inferences about you, leading to:
- Higher insurance premiums based on false assumptions
- Denied credit applications
- Discriminatory targeting
- Damaged reputation
3. Data Breaches
When data brokers get hacked (and they do), massive amounts of personal information are exposed. Notable breaches include:
- Equifax (2017): 147 million people affected
- Experian (2015): 15 million T-Mobile customers exposed
- Epsilon (2011): Billions of email addresses stolen
4. Privacy Erosion
Data brokers normalize constant surveillance, creating a world where:
- Every purchase is tracked
- Every website visit is recorded
- Every location is logged
- Every relationship is mapped
5. Discrimination
Data brokers enable discriminatory practices:
- Targeting vulnerable populations with predatory offers
- Excluding certain demographics from opportunities
- Charging different prices based on perceived wealth
- Denying services based on inferred characteristics
How to Find Out What Data Brokers Know About You
Thanks to privacy laws like GDPR (in Europe) and CCPA (in California), you have the right to request your data from brokers.
Steps to Request Your Data:
- Identify major data brokers (use the list above)
- Visit their opt-out or privacy request pages
- Submit a data access request (requires providing identifying information)
- Wait 30-45 days for a response
- Review what they have and correct inaccuracies if possible
Note: This process is time-consuming and must be repeated for each broker individually.
How to Opt Out of Data Broker Databases
While you can't completely eliminate your data from broker databases, you can reduce your exposure:
Manual Opt-Out Process:
Major data brokers with opt-out options:
- Acxiom: Visit their opt-out page and submit a request
- Experian: Opt out of marketing lists through their website
- Epsilon: Submit an opt-out request via their privacy portal
- Oracle: Use their data cloud opt-out tool
- Spokeo: Search for yourself and request removal
- WhitePages: Find your listing and opt out
- PeopleFinders: Submit removal requests for each profile
Important: Opting out doesn't delete your data—it just removes you from marketing lists. Your information may still be sold to other parties.
How to Reduce Your Data Broker Footprint
1. Limit What You Share Online
- Review privacy settings on social media
- Avoid oversharing personal details
- Use privacy-focused browsers (Firefox, Brave)
- Install ad blockers and anti-tracking extensions
2. Use Separate Email Addresses
- Create disposable emails for online accounts
- Use email aliases to track who's selling your data
- Never give your primary email to retailers
3. Decline Data Sharing
- Read privacy policies before signing up
- Uncheck boxes that allow data sharing
- Opt out of "third-party sharing" wherever possible
4. Delete Old Accounts
- Close accounts you no longer use
- Request data deletion under GDPR/CCPA
- Monitor for data breaches affecting old accounts
Pro tip: Use a service like GhostSweep to automatically find and track forgotten accounts that are still leaking your data.
5. Use a VPN
- Hide your IP address and location
- Encrypt your internet traffic
- Prevent ISPs from selling your browsing history
6. Freeze Your Credit
- Prevents identity thieves from opening accounts in your name
- Free to do with all three major credit bureaus
- Doesn't affect your credit score
7. Pay With Cash When Possible
- Credit card transactions are tracked and sold
- Cash purchases are anonymous
- Consider using privacy-focused payment methods
Privacy Laws That Regulate Data Brokers
Several laws now give consumers more control over their data:
GDPR (General Data Protection Regulation)
- Where: European Union
- Rights: Access, deletion, correction, portability
- Penalties: Up to 4% of global revenue for violations
CCPA (California Consumer Privacy Act)
- Where: California
- Rights: Know what's collected, delete data, opt out of sales
- Penalties: $2,500-$7,500 per violation
VCDPA (Virginia Consumer Data Protection Act)
- Where: Virginia
- Rights: Similar to CCPA with additional protections
CPA (Colorado Privacy Act)
- Where: Colorado
- Rights: Data access, correction, deletion, opt-out
Other states (Connecticut, Utah, Iowa, Montana, Oregon) have also passed privacy laws, creating a patchwork of protections across the U.S.
The Future of Data Brokers
The data broker industry is facing increasing scrutiny:
Regulatory Pressure:
- More states are passing privacy laws
- Federal privacy legislation is being considered
- International regulations are tightening
Public Awareness:
- Consumers are becoming more privacy-conscious
- Data breaches are making headlines regularly
- Privacy-focused products are gaining popularity
Technological Changes:
- Browser makers are blocking third-party cookies
- Apple and Google are limiting tracking on mobile devices
- Encrypted messaging is becoming mainstream
However, data brokers are adapting by:
- Finding new data sources (IoT devices, smart home tech)
- Using AI to make better inferences from less data
- Lobbying against stronger privacy regulations
- Moving operations to countries with weaker laws
Take Control of Your Data Today
Data brokers profit from your personal information without your consent or knowledge. While you can't completely escape their reach, you can significantly reduce your exposure by:
- Understanding how data brokers operate
- Opting out of major broker databases
- Deleting old, forgotten accounts
- Limiting what you share online
- Using privacy-focused tools and services
The more you reduce your digital footprint, the less data brokers can collect, sell, and profit from.
Protect Your Privacy with GhostSweep
One of the biggest sources of data broker information is forgotten online accounts. Every old account you created but never deleted is still feeding data to third parties.
GhostSweep automatically scans your email to find forgotten accounts from the past 20 years, so you can delete them and stop the data leak.
Try GhostSweep for free: https://ghostsweep.com
Last Updated: January 2026
Sources:
- Federal Trade Commission (FTC) reports on data brokers
- Electronic Frontier Foundation (EFF) privacy guides
- State privacy law documentation (CCPA, VCDPA, CPA)
- Data broker privacy policies and opt-out procedures