Data brokers profit from your personal data and how it affects

Companies known as data brokers collect and sell individuals' personal information without their explicit consent. They operate in areas such as finance and marketing, raising issues of privacy and digital security. What are data brokers and how do they use your data? This article explores this practice and its potential effects on consumers.

Defining data brokers

Data brokers are entities that gather, organize, and sell personal data about individuals. The goal is to create detailed profiles about consumers, which are then sold to interested third parties.

Data collection occurs through public sources, commercial partnerships with other companies, and often through online tracking. Algorithms are used to analyze and enrich information, categorizing individuals based on their behaviors and interests.

Legality of the practice

The practice of selling personal data is not illegal. However, it must be conducted in accordance with legislation such as the General Data Protection Law (LGPD), which has been in effect in Brazil since 2021 and regulates the collection and management of personal information.

Companies, including foreign ones, must comply with this law when processing data of Brazilians, ensuring the transparency and security of collected information.

Types of data collected

Data brokers seek a wide range of details to compose complete consumer profiles. This data may include:

• Registration data: Name, age, gender, marital status, and CPF;
• Contact information: Address, phone number, email, and social media profiles;
• Digital behavior: Browsing history, purchases, and interactions on social media;
• Financial data: Credit status, estimated income, and spending habits;
• Government data: Electoral status and legal proceedings.

Monetization of data

The main revenue of data brokers comes from selling consumer profiles to companies that need accurate data. These profiles are valuable to sectors such as marketing, finance, and even governments.

Examples of data trade

In January 2026, a data company was fined in California for selling sensitive information about patients diagnosed with Alzheimer’s and other conditions. This information is used to target advertising and offers, often without prior consent.

Segmentation through data

Data brokers cross-reference data to create segmentations of groups with similar interests and behaviors. This practice allows companies to target specific offers, such as credit or insurance, based on automated analyses.

Risks to digital security

Data brokers can pose significant risks. The concentration of sensitive information in one place attracts malicious actors, increasing the likelihood of privacy invasions and other cybercrimes.

Among the impactful risks are:

• Exposure of personal, financial, and health details;
• Theft of data for financial fraud;
• Sending targeted spam;
• Discrimination and bias in automated services.

Checking the presence of your data

It is difficult for consumers to track where their data is stored. However, searching for their own name in search engines can reveal the exposure of personal information. Another option is to hire data monitoring services.

You should be vigilant against frequent scam attempts, as cybercriminals use illegally obtained data to approach potential victims.

Protective measures against data brokers

While it is impossible to completely prevent data collection, there are practices that help protect your privacy. Limiting the number of apps and registrations and using strong passwords are essential.

You can request the deletion of your information through opt-out processes on platforms and search engines. This approach decreases the visibility of your data, although it requires effort and diligence.

Essential for a digitally secure future, following these guidelines will allow you to minimize exposure to data brokers.