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Data brokers have long operated in the shadows of the internet, quietly amassing unprecedented amounts of personal information on billions of people across the globe, but few realize just how deep this data collection really goes.

In an age where every move you make online — every click, every purchase, every “like” — is meticulously harvested, packaged, and sold for profit, aggregated personal data has become a valuable commodity, and the global data broker industry is proof of that.

The rise of artificial intelligence tools poses the risk of even more personal information being scraped from the internet and an already opaque world of data brokering becoming even more aggressive, and that is heightening data privacy concerns. A 2023 study from Pew Research found that the American public increasingly says it does not understand what companies do with their data. According to Pew, 67% of Americans say they “understand little to nothing about what companies are doing with their personal data, up from 59% in its previous survey on the subject in 2019. A majority of Americans (73%) think they have “little to no control” over what companies do with their data.

Many people are unaware that something as simple as their phone number can be used by data brokers and bad actors to uncover highly sensitive information, including a Social Security number, address, email, and even family details, said Arjun Bhatnagar, co-founder and CEO of Cloaked, an app that disguises your personal information by generating a unique “identity” for each online account you have.

According to Roger Grimes, an expert at cybersecurity education firm KnowBe4, while many data brokers —especially the more well-known players — sell information responsibly, some of the smaller, unknown brokerages skirt regulations, push ethical boundaries, and exploit data in ways that can lead to misuse or harm. This is partly due to the hazy regulation landscape around data brokerage, which makes it easier for these practices to go unchecked.

Some of the largest providers of data brokerage services include Experian, Equifax, TransUnion, LexisNexis, Epsilon (formerly Acxiom), and CoreLogic, according to a ranking from OneRep, an online personal data management service. People-search services Spokeo and Intelius are also among the top data brokers, according to OneRep. These companies operate across multiple industries, handling both publicly available information and more sensitive consumer data. They offer various services, ranging from marketing analytics to credit scoring and background checks, and all of them have processes for requesting your data or asking for it to be deleted. However, depending on the state you live in, they may not have to comply.

Experian, Equifax and TransUnion are a good place to begin to understand how much the data industry has grown. While many consumers know these companies for their credit services, those are now just one piece of the revenue pie, with broader digital marketing of data increasingly important, according to Jeff Chester, founder and executive director of the Center for Digital Democracy, a Washington, D.C.,-based consumer privacy advocate. And data collection spans much farther across the economy, with companies from grocery stores offering discount programs to streaming video services amassing data that others will pay for. “Today, everyone is a data broker. Having the ability to reach someone online and target has become a core part of business,” Chester said.

“I try to lock down everything as much as I can, but I’m also aware that even though I’m a security expert, I’m probably overexposed,” said Bruno Kurtic, president and CEO of data security firm Bedrock Security.

As a basic step to limit financial risks, he recommends that all individuals freeze their credit reports as a proactive measure against identity theft and to prevent malicious actors from opening new accounts or loans in their name.

Inside data brokers’ massive vault

Cybersecurity experts estimate that data brokers collect an average of 1,000 data points on each individual with an online presence.

“It behooves them to collect as much as humanly possible about you, because the larger the information pool about you and the more specific they can get, the higher the cost of that data,” said Chris Henderson, senior director of threat operations at Huntress, a cybersecurity company founded by former National Security Agency personnel.

Here’s a breakdown of the types of information data brokers typically collect, according to privacy experts interviewed by CNBC:

  • Basic identifiers. Full name, address, phone number, and email.
  • Financial data. Credit scores and payment history.
  • Purchase history. What you search for online, what you buy, where you buy it, and how often you buy certain products.
  • Health data. Your medications, medical conditions, and your interactions with health-related apps or websites.
  • Behavioral data. Insights into your likes, dislikes, and the types of ads you’re likely to click on.
  • Real-time location data. GPS data from apps that track your commute, where you shop, and how often you visit certain places.
  • Inferred characteristics. Based on you’re your browsing and media consumption — the websites you visit, articles you read, videos you watch, data brokers draw insights about your lifestyle, income, preferences, religious or political beliefs, hobbies, and even your likelihood of charitable giving.
  • Relationships with family, friends, and colleagues. By analyzing your network of friends, followers, and connections on social media and messaging apps, data brokers can map out your relationships and even track how frequently you interact with certain individuals to determine the depth of your bonds.

Little oversight around data privacy

The lack of comprehensive regulation around data privacy allows data brokers to operate with little oversight, unlike the General Data Protection Regulation (GDPR) in the European Union.

“There is no comprehensive federal privacy law that specifically regulates the industry, which makes it hard to combat them,” said Chelsea Magnant, adjunct instructor of cyber leadership at NYU’s Center for Global Affairs and a director at corporate consulting firm Brunswick. “We essentially have a patchwork of state laws with varying privacy protections that these companies know how to navigate.”

California was the first to enact comprehensive legislation in 2018 with the California Consumer Privacy Act, giving residents more control over their personal data. In 2020, California voters approved an expansion of the CCPA, called the California Privacy Rights Act, which took effect in 2023. It offers the most extensive protections in the U.S., including data correction, limiting the use of sensitive information, and requiring businesses to honor opt-out preference signals. It also imposes stricter data-protection obligations on companies, such as minimizing data collection.

Since then, about 20 other U.S. states have followed suit; however, the specific rights and thresholds for which companies must comply vary widely between states.

“Different states have different business environments, economies, and viewpoints. This lack of a unified approach, something that protects all citizens across the country, leaves us vulnerable to data brokers,” said Rob Hughes, chief information security officer at RSA.

Even in states where the privacy laws are strict, there is skepticism that smaller companies on the margins of the data brokerage industry will follow them. “They have extremely sensitive data sets under their management, and they have to essentially behave like the most sensitive enterprises. And we know that some of these data brokers just don’t operate businesses like that,” Kurtic said.

How to take control of your data

To start protecting your privacy, it’s important to rethink how much personal information is shared on a daily basis, says Cloaked’s Bhatnagar. While we can’t fully hide, consumers need to develop new habits and tools to limit what we expose, from turning off permissions that track your location to saying no to cookies and refraining from posting personal details online. Additionally, using tools like secure browsers, VPNs, and tracker blockers can help.

Some of the largest technology companies in our daily lives, such as Apple, are continually updating and adding to privacy options, such as on the new iPhone and latest iOS update.

An Equifax spokeswoman said U.S. consumers can opt out of their personal information being shared in accordance with U.S. state privacy laws. On average, she said, opt-out requests made through the Equifax Privacy Preference Center are processed in less than one business day and consumers are informed of a successful submission through the company’s Preference Center. Consumers can also review the types of third-parties that companies such as Equifax share personal data within its privacy section.

Opt-out links and instructions are readily available for most of the major data brokers:

But data privacy experts says reclaiming or deleting your data from brokers can be a deliberately complex process that is not only time-consuming but frustrating. Each broker has its own opt-out requirements, and even after you’ve removed your data, it often reappears, sourced from other places.

“Removing your data from their systems impacts their bottom line, so they are disincentivized to make this easy for you,” said Henderson. “Ultimately, if you remove the information, they can’t sell that. So the more people who request their information be removed, the less attractive of a broker they are to the advertisers.”

There are data-removal services, such as DeleteMe, Kanary, OneRep, and PrivacyDuck, which charge a fee to manage these ongoing tasks, and are becoming increasingly popular. In October, Consumer Reports launched Permission Slip, a free app that helps you control which companies can collect, store and sell your personal data. It relies on donations to keep it going, either through the app or the Consumer Reports website.

For those opting for the DIY approach, here’s what the data privacy experts interviewed by CNBC recommend to get started:

Identify the brokers collecting your data. As already stated, this can be a daunting task, as many operate behind the scenes. However, there are a few methods you can use to track them down, says Henderson. One is to conduct a Google search using your name, phone number, and email address and see which brokers pop up. You’ll most likely find your name on sites like Spokeo, Whitepages, or MyLife. Another strategy is to visit the websites of the largest data brokers and search your information.

Submit opt-out requests. If you live in a state with data privacy regulations, you can submit a request to delete your data on the opt-out page of these companies’ websites, including at the links listed above, so they cannot share your data with third-party companies. It’s important to note that each broker may have different processes for handling these requests and state laws vary when it comes to what types of data are covered. Some data brokers may also require you to provide identification or verify your identity.

Check your results. After submitting opt-out requests, revisit the data brokers’ sites periodically to ensure your data has been removed. It may take several weeks or months for your request to be processed.

Engage in digital hygiene practices. Regularly reviewing and updating your online security practices is essential. Secure passwords, two-factor authentication, and encryption tools can help protect your information. Using virtual identities, such as alternative email addresses and phone numbers, can further safeguard your personal information.

Seek legal recourse if necessary. If a data broker refuses to comply with a deletion request, you may be able to file a formal complaint with regulatory authorities such as the Federal Trade Commission, which has brought cases against the industry.

However, it’s important to understand that not every state provides the same level of protection. Consult a privacy attorney if you believe your rights have been violated.

‘The future is unfortunately dark’

Experts say deleting the data is an imperfect solution, “a Band-Aid to address a gaping wound,” according to Chester.

“Consumers have been placed in a bad position,” he said. “Data is now a form of payment,” he added, referring to cases where the consumer wants a discount in the grocery store or pharmacy. “This is a comprehensive privacy problem which requires Congress or the FTC. The idea an individual can take care of their privacy … you can shut down a tiny bit of it, but you would need to spend a great deal of time, and once you opt-in to get a discount at a store, it all starts over again.”

The future of the data broker industry looks both promising and troubling as technological advancements continue. Javad Abed, assistant professor of information systems at Johns Hopkins Carey Business School, warns that data brokers will continue to evolve as AI and machine learning advance.

“With AI, data brokers will create even more detailed and predictive profiles, incorporating everything from biometric data to behavioral tracking,” Abed said. “The problem will increase, and things are going to become more complicated.”

Abed sees potential in blockchain and privacy-enhancing technologies, which could disrupt the data brokerage model by increasing transparency and giving individuals more control over their digital identities. However, he remains skeptical: “The future is unfortunately dark. It needs to be collaborative work. I don’t see the motivation right now from the main actors for a collaborative change.” 

“Telling our grandmothers or a child to configure settings on their social media and their browsers and search engines is not a winning proposition,” Kurtic said. “It’s going to take a combination of regulation, technology on the vendor side, and know-how on our own personal side.”

Until regulation steps in, data brokers will continue to collect as much data as possible. “These are revenue streams for companies that might not have other recurring revenue streams,” Henderson said. “And given there’s no regulation stopping businesses from selling information about you, I don’t see the practice stopping, especially given how lucrative it is.”

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Google hires Windsurf CEO Varun Mohan, others in latest AI talent deal

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Google hires Windsurf CEO Varun Mohan, others in latest AI talent deal

Chief executive officer of Google Sundar Pichai.

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Google on Friday made the latest a splash in the AI talent wars, announcing an agreement to bring in Varun Mohan, co-founder and CEO of artificial intelligence coding startup Windsurf.

As part of the deal, Google will also hire other senior Windsurf research and development employees. Google is not investing in Windsurf, but the search giant will take a nonexclusive license to certain Windsurf technology, according to a person familiar with the matter. Windsurf remains free to license its technology to others.

“We’re excited to welcome some top AI coding talent from Windsurf’s team to Google DeepMind to advance our work in agentic coding,” a Google spokesperson wrote in an email. “We’re excited to continue bringing the benefits of Gemini to software developers everywhere.”

The deal between Google and Windsurf comes after the AI coding startup had been in talks with OpenAI for a $3 billion acquisition deal, CNBC reported in April. OpenAI did not immediately respond to a request for comment.

The move ratchets up the talent war in AI particularly among prominent companies. Meta has made lucrative job offers to several employees at OpenAI in recent weeks. Most notably, the Facebook parent added Scale AI founder Alexandr Wang to lead its AI strategy as part of a $14.3 billion investment into his startup. 

Douglas Chen, another Windsurf co-founder, will be among those joining Google in the deal, Jeff Wang, the startup’s new interim CEO and its head of business for the past two years, wrote in a post on X.

“Most of Windsurf’s world-class team will continue to build the Windsurf product with the goal of maximizing its impact in the enterprise,” Wang wrote.

Windsurf has become more popular this year as an option for so-called vibe coding, which is the process of using new age AI tools to write code. Developers and non-developers have embraced the concept, leading to more revenue for Windsurf and competitors, such as Cursor, which OpenAI also looked at buying. All the interest has led investors to assign higher valuations to the startups.

This isn’t the first time Google has hired select people out of a startup. It did the same with Character.AI last summer. Amazon and Microsoft have also absorbed AI talent in this fashion, with the Adept and Inflection deals, respectively.

Microsoft is pushing an agent mode in its Visual Studio Code editor for vibe coding. In April, Microsoft CEO Satya Nadella said AI is composing as much of 30% of his company’s code.

The Verge reported the Google-Windsurf deal earlier on Friday.

WATCH: Google pushes “AI Mode” on homepage

Google pushes "AI Mode" on homepage

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Nvidia’s Jensen Huang sells more than $36 million in stock, catches Warren Buffett in net worth

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Nvidia's Jensen Huang sells more than  million in stock, catches Warren Buffett in net worth

Jensen Huang, CEO of Nvidia, holds a motherboard as he speaks during the Viva Technology conference dedicated to innovation and startups at Porte de Versailles exhibition center in Paris, France, on June 11, 2025.

Gonzalo Fuentes | Reuters

Nvidia CEO Jensen Huang unloaded roughly $36.4 million worth of stock in the leading artificial intelligence chipmaker, according to a U.S. Securities and Exchange Commission filing.

The sale, which totals 225,000 shares, comes as part of Huang’s previously adopted plan in March to unload up to 6 million shares of Nvidia through the end of the year. He sold his first batch of stock from the agreement in June, equaling about $15 million.

Last year, the tech executive sold about $700 million worth of shares as part of a prearranged plan. Nvidia stock climbed about 1% Friday.

Huang’s net worth has skyrocketed as investors bet on Nvidia’s AI dominance and graphics processing units powering large language models.

The 62-year-old’s wealth has grown by more than a quarter, or about $29 billion, since the start of 2025 alone, based on Bloomberg’s Billionaires Index. His net worth last stood at $143 billion in the index, putting him neck-and-neck with Berkshire Hathaway‘s Warren Buffett at $144 billion.

Shortly after the market opened Friday, Fortune‘s analysis of net worth had Huang ahead of Buffett, with the Nvidia CEO at $143.7 billion and the Oracle of Omaha at $142.1 billion.

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The company has also achieved its own notable milestones this year, as it prospers off the AI boom.

On Wednesday, the Santa Clara, California-based chipmaker became the first company to top a $4 trillion market capitalization, beating out both Microsoft and Apple. The chipmaker closed above that milestone Thursday as CNBC reported that the technology titan met with President Donald Trump.

Brooke Seawell, venture partner at New Enterprise Associates, sold about $24 million worth of Nvidia shares, according to an SEC filing. Seawell has been on the company’s board since 1997, according to the company.

Huang still holds more than 858 million shares of Nvidia, both directly and indirectly, in different partnerships and trusts.

WATCH: Nvidia hits $4 trillion in market cap milestone despite curbs on chip exports

Nvidia hits $4 trillion in market cap milestone despite curbs on chip exports

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Tesla to officially launch in India with planned showroom opening

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Tesla to officially launch in India with planned showroom opening

Elon Musk meets with Indian Prime Minister Narendra Modi at Blair House in Washington DC, USA on February 13, 2025.

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Tesla will open a showroom in Mumbai, India next week, marking the U.S. electric carmakers first official foray into the country.

The one and a half hour launch event for the Tesla “Experience Center” will take place on July 15 at the Maker Maxity Mall in Bandra Kurla Complex in Mumbai, according to an event invitation seen by CNBC.

Along with the showroom display, which will feature the company’s cars, Tesla is also likely to officially launch direct sales to Indian customers.

The automaker has had its eye on India for a while and now appears to have stepped up efforts to launch locally.

In April, Tesla boss Elon Musk spoke with Indian Prime Minister Narendra Modi to discuss collaboration in areas including technology and innovation. That same month, the EV-maker’s finance chief said the company has been “very careful” in trying to figure out when to enter the market.

Tesla has no manufacturing operations in India, even though the country’s government is likely keen for the company to establish a factory. Instead the cars sold in India will need to be imported from Tesla’s other manufacturing locations in places like Shanghai, China, and Berlin, Germany.

As Tesla begins sales in India, it will come up against challenges from long-time Chinese rival BYD, as well as local player Tata Motors.

One potential challenge for Tesla comes by way of India’s import duties on electric vehicles, which stand at around 70%. India has tried to entice investment in the country by offering companies a reduced duty of 15% if they commit to invest $500 million and set up manufacturing locally.

HD Kumaraswamy, India’s minister for heavy industries, told reporters in June that Tesla is “not interested” in manufacturing in the country, according to a Reuters report.

Tesla is looking to recruit roles in Mumbai, job listings posted on LinkedIn . These include advisors working in showrooms, security, vehicle operators to collect data for its Autopilot feature and service technicians.

There are also roles being advertised in the Indian capital of New Delhi, including for store managers. It’s unclear if Tesla is planning to launch a showroom in the city.

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