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A data broker (also known as an information product company) is an organization that makes money by collecting your personal information, analyzing it, and licensing it out to be used by other companies for things like marketing purposes.
Data providers gather data from many different sources to create a profile of who you are. This profile includes things like your interests, hobbies, demographics, and even the products you use.
Generally, data broker companies only deal with customers to collect information. A few of the top data brokerage companies are Epsilon, Acxiom, and Experian, but there are many data brokerages worldwide that make a hefty profit from aggregating and distributing consumers’ personal data.
This article explains everything you need to know about data brokers, including what they do, how they get your information, and what you can do to limit the data they can access from you.
There are several ways information brokers can get your information — both online and offline.
Generally, it’s legal for data brokers to get your information through public sources. However, different locations have different protections in place for consumers and different rules for how data brokers must operate.
Many countries have laws to protect consumers from having their information shared without their consent. For example, the European Union has the General Data Protection Regulation (GDPR) to protect data privacy. The GDPR says data brokers need to get consent from consumers before sharing their information. The law also gives consumers the right to demand that companies delete any personal information that they have stored.
On the other hand, the United States doesn’t have federal privacy laws protecting consumer information from data brokers. It’s up to the states to make their own laws. Some states prioritize consumer privacy more than others. For example, California has the Consumer Privacy Act, which gives customers the right to see what data a broker company has and the ability to delete it.
Typically, companies ask for consent to share your information through the fine print of their agreements. You might not be aware of how much of your personal information you’ve allowed organizations to share.
Data brokering is a huge industry. In fact, data brokers around the world bring in hundreds of billions of dollars a year. Here are some of the largest data brokerage companies that may collect your information.
By using various sources, data brokers can aggregate a lot of information about you. This information can be used to create user categories that businesses can market to. For instance, if you visit websites that sell baby products, the broker might put you into a category like “new parents.”
Some of the information that brokers collect might be things you’d like to keep private. For example, a broker might collect sensitive data about health issues, past bankruptcies, or legal issues.
Sometimes, brokers may place you in the wrong category. Let’s say you’re buying a new cookware set as a birthday gift for your mother. You check out several cooking sites before purchasing your set. If the broker sees that you’ve visited cooking sites and purchased cooking products, they may place you in a category like “cooking enthusiasts” even though you brought the gift for your mother.
Here are some personal details that a broker can collect to create a consumer profile of you:
Businesses are always looking for useful consumer information. Purchasing consumer data from brokers helps them tailor marketing campaigns to the demographics that are most likely to buy their products.
Let’s say you’re a fan of virtual reality (VR) gaming. You’ve watched countless YouTube videos about the subject, and you’ve searched Amazon for VR headsets multiple times. You’d likely be an ideal consumer for a company that manufactures VR headsets or a company that creates VR games.
Other companies might use your data for risk mitigation. For example, a bank might use your personal financial history to determine whether you’re likely to default on a mortgage loan.
There are a variety of public records and sources that data brokers can use to gather information about you. The good news is that there are some things you can do to limit the amount of personal information they can access:
There are also a few organizations you can join to protect your information:
Data brokers are always looking for ways to get their hands on your personal information. Many reasons businesses want access to your personal data aren’t malicious. They simply want to provide you with a targeted advertising experience and introduce you to products you might like.
However, the more your personal information gets shared online, the more chances cybercriminals have to get their hands on it. There might also be some sensitive information you don’t want to share with businesses in general. If you’re careful about what you post and take steps to protect your cybersecurity, you’ll greatly reduce the amount of data that a broker can collect from you.
With McAfee’s Total Protection services, you can get a secure online experience for your whole family. Our all-in-one protection suite comes with features like a secure VPN, premium antivirus software, identity monitoring, and up to $1 million in identity insurance and restoration.
McAfee can help you safeguard data like financial records and health care information so you can have less stress online. You’re meant to enjoy the internet — and we’re here to help make that a reality.
The post What Is a Data Broker? appeared first on McAfee Blog.
Our personal and professional lives are becoming increasingly intertwined with the online world. Regular internet usage has made us all prone to cyber-security risks. You leave a digital footprint every time you use the internet, which is a trace of all your online activities.
When you create new accounts or subscribe to different websites, you give them explicit (or implicit, through their family of apps or subsidiary websites) access to your personal and credit card information. In other cases, websites might track basic information without your knowledge, such as your location and search history.
There is an industry of data brokers specifically dedicated to keeping track of user data, packaging it, and supplying it to tech companies who use it to run targeted ads and enhance on-platform user experience. Given the widespread use of the internet and exponential improvements in technology, data has become a valuable commodity — creating a need for the sale and purchase of user data.
This article discusses how data brokers sell your personal information and how you can minimize risk.
Data brokers are companies that aggregate user information 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 is then supplied to tech companies to fuel their third-party advertising-centered business models.
Companies interested in buying data include but are not limited to:
These companies and social media platforms use your data to better understand target demographics and the content with which they interact. While the practice isn’t 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.
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 data brokers to create a cohesive user profile.
Mobile phone apps are the most common way for data brokerage firms to collect your data. You might have countless apps for various purposes, such as financial transactions, health and fitness, or social media.
A number of these apps usually fall under the umbrella of the same or subsidiary family of apps, all of which work toward collecting and supplying data to big tech platforms. Programs like Google’s AdSense make it easier for developers to monetize their apps in exchange for the user information they collect.
Data brokers also collect data points like your home address, full name, Social Security number, phone number, and date of birth. They have automated scraping tools to quickly collect relevant information from public profiles.[Text Wrapping Break]
Lastly, data brokers can gather data from other third parties that track your cookies or even place trackers or cookies on your browsers. Cookies are small data files that track your online activities when visiting different websites. They track your IP address and browsing history, which third parties can exploit. Cookies are also the reason you see personalized ads and products.
Data brokers collate your private information into one package and sell it to “people search” websites like Spokeo or TruePeopleSearch. You or a tech business can use these websites to search for people and get extensive consumer data. People search sites also contain public records like voter registration information, marriage records, and birth certificates. This data is used for consumer research and large-scale data analysis.
Next, marketing and sales firms are some of data brokers’ biggest clients. These companies purchase massive data sets from data brokers to research your data 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.
We tend to accept the terms and conditions that various apps ask us to accept without thinking twice or reading the fine print. You probably cannot proceed without letting the app track certain data or giving your personal information. To a certain extent, we trade some of our privacy for convenience. This becomes public information, and apps and data brokers collect, track, and use our data however they please while still complying with the law.
There is no comprehensive privacy law in the U.S. on a federal level. This allows data brokers to 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 data brokers online (especially on the dark web). As technology advances, there are also easier ways to harvest and exploit data.
Vermont and California have already enacted laws to regulate the data brokerage industry. In 2018, Vermont passed the country’s first data broker legislation. This requires data brokers to register annually with the Secretary of State and provide information about their data collection activities, opt-out policies, purchaser credentialing practices, and data breaches.
California has passed similar laws to make data brokering a more transparent industry. For risk mitigation of data brokerage, the Federal Trade Commission (FTC) has published reports and provided recommendations to Congress to reduce the engagement of data broker firms. Giving individuals the right to opt-out of the sale of their personal data is a step toward a more rigorous law regarding data privacy.
Some data brokers let you remove your information from their websites. 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, a guide by Griffin Boyce, the systems administrator at Harvard University’s Berkman Klein Center for Internet and Society, provides detailed information on how to opt-out of a long list of data broker companies.
Acxiom, LLC is one of the largest data brokering firms and has collected data for approximately 68% of people who have an online presence. You can opt-out of their data collection either through their website or by calling them directly.
Epsilon Data Management is another big player in the data broker industry that operates as a marketing service and marketing analytics company. You can opt-out of their website through various methods such as by email, phone, and mail. Credit rating agencies like Experian and Equifax are also notorious for collecting your data. Similarly, you can opt-out through their websites or by calling them.
McAfee is a pioneer in providing online and offline data protection to its customers. We offer numerous cybersecurity services for keeping your information private and secure.
With regard to data brokers, we enable users to do a personal data clean-up. Cleaning up your personal data online may be a difficult task, as it requires you to reach out to multiple data brokers and opt out. Instead, sign up for McAfee’s Personal Data Cleanup feature to do a convenient and thorough personal data clean-up. We will search for traces of your personal data and assist in getting it removed.
The post How Data Brokers Sell Your Identity appeared first on McAfee Blog.
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