Data Brokers 101: Where Your Information Comes From

To remove your data effectively, it helps to understand how it got there.

What a data broker is

A data broker is a business that collects personal information about people it has no direct relationship with and sells or licenses it. Some sell to marketers, some to background-check customers, some to other businesses, and some directly to the public through people-search websites.

Where the data comes from

• Public records: property deeds and tax records, court records, voter registration (in states that release it), business filings, professional licenses, and some motor vehicle data under limited exceptions.
• Commercial sources: magazine subscriptions, warranty registrations, loyalty programs, retail purchases, and marketing lists.
• Online activity: social media profiles, posts, photos, and data collected through apps and websites.
• Other brokers: brokers buy from and sell to each other constantly.

Why records come back

Brokers refresh their databases regularly. If you opt out of a site but a new data purchase includes your record again, it can reappear. That is why:

• You should ask for deletion and suppression, meaning that the company keep the minimum information needed to recognize you and block your record from being re-created.
• You should check again every few months.

People-search sites versus background-check companies

People-search sites sell basic profiles to the public. Background-check companies used for employment, tenant, or credit decisions are consumer reporting agencies regulated by the Fair Credit Reporting Act, which gives you rights to see and dispute your file. The removal approach differs; see Privacy Laws.