What are data brokers? And how they quietly track your every move

If you’ve ever wondered how advertisers seem to know exactly what you’ve been searching, or why random companies have your contact info, you’re not imagining it. Behind the scenes, data brokers — also known as information brokers — are collecting and selling your personal information at a large scale. It’s not a glitch in the system. It is the system. In this guide, we’ll break down who these brokers are, what data they collect, and how you can push back using tools like NymVPN to keep your IP address, metadata, and personal activity out of their hands.

What are data brokers and why should you care?

Data brokers are private companies that collect, analyze, and sell vast amounts of personal data — often without your knowledge or consent. While the term “broker” might sound like something from finance, data brokerage is about profiling people and selling their data, not stocks. Your data is a valuable asset — and it's being used to track, target, and influence you. Whether it’s your address, shopping habits, or political views, brokers are turning your digital life into a commodity that others can buy.

What do data brokers do

So, what do data brokers do with all this information? They build detailed profiles based on your activity, behavior, and public records. These profiles are then sold to advertisers, insurers, financial institutions, political campaigns, and more. Here’s how it usually works:

• Data aggregation: They pull information from dozens (sometimes hundreds) of sources
• Profiling: Your habits, preferences, and lifestyle are categorized and scored
• Resale: Your profile is bundled and sold to third parties for targeting and decision-making

In short: they monetize your identity, often without ever asking your permission.

Where do data brokers get your information

You don’t have to fill out a form for data brokers to collect your info. They pull it from everywhere. Here are some of the sources

Sources available to the public

• Public records: Property ownership, voter registration, court filings
• Government databases: Business licenses, marriage records
• Social media: Even posts you’ve liked can be harvested

Search history

Yes, even your search history is valuable. Through third-party trackers, many data brokers get access to the queries you make and the websites you visit.

Online agreements

You’ve likely clicked “I agree” on a cookie or privacy policy without reading it. That small action often gives third parties (like information brokers) permission to track you across the web.

Purchase history

Your shopping behavior — both online and offline — is tracked using loyalty programs, credit card data, and browser cookies.

Who are the largest data brokers

While hundreds of data brokers operate globally, these are some of the most powerful players in the industry:

• Epsilon Data Management, LLC: Known for large-scale consumer targeting
• Oracle America, Inc. (Oracle Cloud Data): Offers deep data integration for advertisers
• Acxiom, LLC: A long-time player in personal data aggregation
• Equifax Information Services, LLC: Beyond credit scores, they also sell behavioral data
• Experian, LLC: A major broker of consumer and credit-related information

These companies aren’t niche. They operate at massive scales — and you’ve likely alreadybeen included in their databases without ever realizing it.

What personal data do data brokers collect?

The list of data points data brokers collect is long and constantly growing. Here’s what may be stored and sold about you:

• Full name: Used to anchor the entire profile
• Gender: Helps categorize advertising targets
• Birthdate: Used to estimate age and life stage
• Contact information: Email, phone numbers, and more
• Home address: Including previous addresses
• Marital status and family info: Often used in financial modeling
• Social Security number (SSN): In some cases, collected from breached or shared records
• Education and job history: Used in employment and insurance profiling
• Purchasing habits: Online and offline
• Hobbies and interests: Inferred from browsing behavior
• Criminal record: Pulled from public filings
• Political preferences: Inferred from activity or surveys
• Health-related info: Often inferred from searches or app use

And here’s the kicker: You often don’t know you’re being profiled until it’s too late.

How information brokers use your data

Once collected, your data is bundled into consumer profiles that are sold or shared in real time. These profiles are used to:

• Set ad pricing
• Determine insurance rates
• Flag you for credit or loan approvals
• Influence what political content you see
• Drive automated decisions about your life

Even if your name isn’t attached, metadata like your IP address or device fingerprint can often be used to re-identify you.

Is data brokering legal?

Here’s the uncomfortable truth: Yes, data brokering is legal in most parts of the world, including the United States. While some states (like California with the CCPA) offer limited opt-out options, there is no federal law banning data brokerage. That means companies are legally allowed to buy and sell your data, even if you never gave them explicit permission.

How to protect your data from data brokers

You don’t have to accept this by default. Here’s how you can fight back:

• Use a privacy-preserving VPN: Tools like NymVPN prevent brokers from seeing your IP address and metadata, making it harder to track you across the web
• Limit data sharing: Turn off ad personalization, use private browsing, and block trackers
• Opt out manually: Some brokers offer opt-out portals—but they’re often hidden and tedious
• Say no to cookies: When a site gives you the option, reject third-party tracking
• Use private browsers: Consider privacy-focused browsers like Mullvad Browser, Tor Browser, or Brave with enhanced privacy settings Most importantly: stay informed. Knowing how the system works is the first step to resisting it. Data brokers operate quietly but powerfully — profiling individuals, selling personal data, and influencing how you're treated online. While data brokerage remains largely unregulated, you can take action to protect yourself. Start by minimizing what you share, opting out where possible, and using privacy tools like NymVPN to stop trackers from collecting metadata that ties back to your identity.

Data brokers FAQs

Is data brokering legal?

Yes, in most regions. In the U.S., it’s legal unless restricted by state-level laws.

Can I stop data brokers from selling my data?

Not completely — but you can reduce your exposure by opting out and using privacy tools.

Can I protect my data from data brokers?

Absolutely. Use a metadata-resistant VPN like NymVPN, limit data-sharing agreements, and avoid signing up for unnecessary services.