Governments, advertisers and businesses use the services of data brokers that mine and aggregate information about individuals as they move from site to site across the internet — recording your hobbies, politics, religion, race, debts, health issues and so much more. Data brokers also pool information from offline records (e.g. loyalty card, property records, court records, LinkedIn) and buy information from each other — and they have amassed hundreds of millions of datasets about each of us. The detailed profiles are chillingly accurate and contain sensitive attributes, and are routinely divided into segments and then sold as lists specifically targeted at individuals.
Discover the hidden world of data brokers and how they ply their trade:
- Transparency and consumer awareness
- Opt in / Opt out options
- Oversight in Canada versus US
- Google analytics, APIs and third parties