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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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Apple looking to make ‘premium’ priced folding iPhones starting next year, analyst says

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Apple looking to make 'premium' priced folding iPhones starting next year, analyst says

People look at iPhones at the Apple Fifth Avenue store in New York City on May 23, 2025.

Adam Gray | Reuters

Apple has plans to make a folding iPhone starting next year, reliable analyst Ming-Chi Kuo said on Wednesday.

Kuo said Apple’s folding phone could have a display made by Samsung Display, which is planning to produce as many as eight million foldable panels for the device next year. However, other components haven’t been finalized, including the device’s hinge, Kuo wrote. He expects it to have “premium pricing.”

Kuo is an analyst for TF International Securities, and focuses on the Asian electronics supply chain and often discusses Apple products before they’re launched.

He wrote in a post on social media site X that Apple’s plans for the foldable iPhone aren’t locked in yet and are subject to change. Apple did not respond to CNBC’s request for comment.

Apple’s iPhone makes up over half of Apple’s business and remains an incredibly profitable product, accounting for $201 billion in sales in the company’s fiscal 2024. But iPhone revenue peaked in 2022, and Apple is constantly looking for ways to attract new customers and convince its current customers to upgrade to more expensive devices.

The Flex S is another concept device Samsung showed off at MWC. It folds in a more zigzag-like way to make an “S” shape.

Ryan Browne | CNBC

Several of Apple’s rivals, including Huawei and Samsung, have been releasing folding smartphones since 2019.

The devices promise the screen size of a tablet in a format that can be stored in pants pockets. But folding phones still have hardware issues, including creases in the display where it is folded.

Folding phones also have yet to prove they drive significant demand after the novelty wears off.

Research firm TrendForce said last year that only 1.5% of all smartphones sold can fold. Counterpoint, another research firm tracking smartphone sales, said earlier this year that the folding market only grew about 3% in 2024 and is expected to shrink in 2025.

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Scale AI not ‘winding down’ following Meta deal, interim CEO tells employees and customers

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Scale AI not 'winding down' following Meta deal, interim CEO tells employees and customers

FILE PHOTO: Jason Droege speaks at the WSJTECH live conference in Laguna Beach, California, U.S. October 22, 2019.

Mike Blake | Reuters

Scale AI’s Interim CEO Jason Droege said in a memo on Wednesday that the artificial intelligence startup is not changing course following Meta’s multibillion-dollar investment in the company last week.

“Unlike some other recent tech deals you might have heard about in the AI space, this is not a pivot or a winding down,” Droege wrote in a post directed at customers, employees and investors.

Meta has a 49% stake in Scale after its $14.3 billion investment, though the social media company will not have any voting power. Scale AI’s founder Alexandr Wang, along with a small number of other Scale employees, will join Meta as part of the agreement.

“Scale remains, unequivocally, an independent company,” Droege wrote. “This deal rewards many of the people who helped build Scale into what it is today, but more importantly to me, it’s also a validation of the course we’re on.”

Scale AI appointed Droege, the company’s chief strategy officer, to serve as its interim chief executive following the deal. Droege wrote that Scale AI is still “a well-resourced company” that has “multiple promising lines of business.”

Founded in 2016, Scale AI rose to prominence by helping major tech companies like OpenAI, Google and Microsoft prepare data they use to train cutting-edge AI models. Meta has been one of Scale AI’s biggest customers.

Droege said the company is “not slowing down” and remains committed to its data and application business units. Scale will also continue to be model agnostic, he added.

“The need for high-quality data for AI models remains significant, and with the largest network of experts training AI, we are set up well to help model builders keep pushing the frontier of what’s possible,” Droege wrote.

But some of Scale AI’s tech customers may be having doubts.

OpenAI confirmed to CNBC on Wednesday that it has been wrapping up its work with Scale AI over the past six to 12 months. The company said it’s looking to work with other data providers that have kept pace with innovation, and that its decision to wind down its work with Scale wasn’t influenced by the Meta partnership.

Google is also reportedly cutting ties with Scale following the company’s deal with Meta, according to a report from Reuters. Google declined to comment.

WATCH: Scale AI CEO departs for Meta in Zuckerberg’s latest AI gambit

Scale AI CEO departs for Meta in Zuckerberg’s latest AI gambit

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Nintendo’s Switch 2 has powered a $39 billion rally this year

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Nintendo's Switch 2 has powered a  billion rally this year

Nintendo Co. Switch 2 game consoles at a Bic Camera Inc. electronics store in Tokyo, Japan, on Thursday, June 5, 2025. Nintendo Co. fans from Tokyo to Manhattan stood in line for hours to be among the first to get a Switch 2, fueling one of the biggest global gadget debuts since the iPhone launches of yesteryear.

Kiyoshi Ota | Bloomberg | Getty Images

Nintendo shares hit a fresh record high on Wednesday, continuing this year’s massive rally that has been fueled by hype around the company’s newly released Switch 2 console.

Shares of the Japanese gaming giant have jumped 46% this year, adding roughly $39 billion to the stock’s value, according to a CNBC calculation of data from S&P Capital IQ.

The Switch 2 is the successor of the original Switch console, which was released in 2017. Nintendo unveiled details of the Switch 2 in January, and the device went on sale this month, leading to shortages of the console in some markets and even to stores operating special opening hours.

Nintendo this month said it sold 3.5 million units of the Switch 2 in the four days following its launch. The company has previously forecast sales of 15 million units in its fiscal year ending March 2026, though many analysts say that is a modest estimate and expect Nintendo to achieve higher numbers.

Nintendo’s original Switch is its second-most successful console in history, selling over 152 million units since its launch to the quarter ended March this year. Its appeal lies in its hybrid nature — users can play the console on a TV, but can also detach it to use it on the go.

Investors are hoping the Switch 2 will replicate the success of its predecessor.

Nintendo has boosted the the success of its consoles through games involving strong franchises with characters and brands like Super Mario, Zelda and Pokemon. And the company has used its recognizable intellectual property and licensed it to movies and theme parks, boosting the success of its core video game product.

For Nintendo investors, that strategy has paid off. Since March 2017, when the original Switch was released, Nintendo shares have surged nearly 470%, according to S&P Capital IQ data. More than $81 billion has been added to the company’s market capitalization over that period.

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