Key Takeaways
- Data brokers like Acxiom, Experian, and Equifax collect, aggregate, and sell consumer information to businesses, advertisers, and governments.
- These companies acquire personal data from public records, online activity, surveys, and app permissions.
- Individuals can safeguard their data by limiting online sharing, checking app permissions, and using privacy tools like opt-out services.
- While data brokers provide value to businesses, their practices raise significant concerns about transparency and individual privacy.
As our lives become more digital, the importance of internet privacy has become a central topic of debate. Almost every interaction on the internet collects and processes some of our personal information. In fact, it’s a safe bet that you’ve encountered at least one of the largest data broker companies as you browsed today – whether you realised it or not!
According to statistics, we’ve created 149 zettabytes of data in 2024, a figure projected to grow in future as our use of AI increases. But despite this, many users remain unaware of how this precious personal data is collected, shared, and sold by data brokers – or why it matters. In this article, we’ll explore 12 of the biggest data broker companies, how they operate, and how you can protect your personal information.
12 Largest Data Broker Companies To Be Aware Of
The world of data brokerage is expansive and largely unclear. While some companies are household names, others operate in the shadows, amassing and selling information to businesses, advertisers, and governments. Here are 12 data brokers you should keep an eye on:
| Company | CEO | Located |
|---|---|---|
| Acxiom | Chad Engelgau | Conway, Arkansas, USA |
| Experian | Brian Cassin | Dublin, Ireland |
| Epsilon | John Giuliani | Irving, Texas, USA |
| Equifax | Mark Begor | Atlanta, Georgia, USA |
| CoreLogic | Patrick Dodd | Irvine, California, USA |
| Oracle Data Cloud | Safra Catz | Austin, Texas, USA |
| NielsenIQ | James “Jim” Peck | Chicago, Illinois, USA |
| TransUnion | Christopher Cartwright | Chicago, Illinois, USA |
| Dun & Bradstreet | Anthony Jabbour | Jacksonville, Florida, USA |
| Lotame | Andy Monfried | Columbia, Maryland, USA |
| Intelius | Abani Heller | Bellevue, Washington, USA |
| Whitepages | Leigh McMillan | Seattle, Washington, USA |
1. Acxiom – ACXM (Public)
- CEO: Chad Engelgau
- Located: Conway, Arkansas, USA
Founded in 1969, Acxiom is one of the most well-known data brokers in the world. This public company collects information from consumer surveys, loyalty programs, and purchase data. Furthermore, Acxiom specializes in creating detailed consumer profiles that include demographics, behavioral traits, and purchasing habits.
It has partnerships with major tech companies like Google and Facebook, which have faced scrutiny for their data practices. Acxiom has continually updated its offerings to integrate AI and predictive analytics, making its services even more appealing to marketers.
In 2024, the company was caught breaching GDPR law, selling the personal information of German clients to a credit agency.
2. Experian – EXPN (Public)
- CEO: Brian Cassin
- Located: Dublin, Ireland
Experian was founded in 1996 and is primarily recognized as a credit reporting agency but it is also a major data broker. The company collects data from financial institutions, public records, and online sources.
Experian uses this information for credit scoring and marketing purposes. It faced a major controversy in 2017 when hackers accessed sensitive information of over 15 million T-Mobile customers. Last year, the Dutch privacy watchdog AP managed to fine Experian for breaking privacy laws.
Despite the setbacks, Experian has continued to expand its database, with operations in more than 40 countries.
3. Epsilon – Private
- CEO: John Giuliani
- Located: Irving, Texas, USA
Epsilon is a data-driven marketing company that helps brands personalize advertising. The company dates back to 1969 and gathers data from loyalty programs, online tracking, and email interactions. Epsilon became infamous after a 2011 data breach exposed millions of email addresses, hence raising questions about its security practices. Today, Epsilon positions itself as a leader in customer relationship management (CRM) tools, leveraging its vast data pools to deliver targeted marketing campaigns.
In May 2024, two former executives of Epsilon were found guilty of conspiracy to commit mail and wire fraud. Accordingly, the duo targeted United States consumers by mailing fraud schemes.
4. Equifax – EFX (Public)
- CEO: Mark Begor
- Located: Atlanta, Georgia, USA
Equifax was founded back in 1899. It’s another major credit reporting agency that doubles as a data broker. The company collects financial data, public records, and employment history. Equifax faced one of the largest data breaches in history in 2017, affecting over 148 million Americans and exposing sensitive information like social security numbers and credit card details. Despite this, Equifax has continued to innovate, integrating advanced machine learning algorithms to enhance its data analysis capabilities.
Most recently, Equifax was struck by a class-action lawsuit over work verification services. According to the case, the company monopolized the market for verification services, leading to higher prices.
5. CoreLogic – CLGX (Public)
- CEO: Patrick Dodd
- Located: Irvine, California, USA
CoreLogic specializes in property-related data, gathering information about real estate transactions, property tax records, and mortgage data. It was founded in 2010 and it serves real estate professionals, insurers, and financial institutions.
Moreover, the company’s detailed property reports make it a significant player in the data brokerage industry. CoreLogic also uses geospatial data to provide insights into property risk assessments, offering valuable tools for disaster planning and insurance underwriting.
At the end of 2024, CoreLogic rival BCI Central sued the company for stealing subscribers and customers.
6. Oracle Data Cloud – ORCL (Public)
- CEO: Safra Catz
- Located: Austin, Texas, USA
Oracle Data Cloud is part of Oracle Corporation and focuses on gathering consumer data for marketing and advertising. Founded in 2016, the company acquires data through partnerships, online behavior tracking, and purchase histories.
Oracle has faced criticism for its role in online tracking and targeting users without explicit consent. As a result, in July 2024, the company paid $115 million to settle a case for invading the privacy of users and selling their information to third parties.
Despite this, Oracle Data Cloud continues to be a go-to solution for businesses seeking advanced data analytics and audience segmentation tools.
7. NielsenIQ – Private
- CEO: Jim Peck
- Located: Chicago, Illinois, USA
NielsenIQ’s parent company, Nielsen Consumer LLC, was founded in 1923. Best known for its TV ratings, NielsenIQ also collects consumer data across various industries. By combining purchase behavior and audience data, NielsenIQ helps businesses optimize their marketing strategies.
While it is less controversial than some other data brokers, it plays a significant role in data monetization. Recently, NielsenIQ has expanded into e-commerce analytics, providing insights into online retail trends.
8. TransUnion – TRU (Public)
- CEO: Christopher Cartwright
- Located: Chicago, Illinois, USA
Founded in 1968, TransUnion is another credit reporting agency that also acts as a data broker. It collects information on credit behavior, public records, and debt histories. TransUnion provides this data to lenders, landlords, and employers.
The company faced criticism for inaccuracies in its credit reports, which can significantly impact individuals. Finally, TransUnion has invested heavily in cybersecurity measures to rebuild trust after several high-profile incidents.
9. Dun & Bradstreet – DNB (Public)
- CEO: Anthony Jabbour
- Located: Jacksonville, Florida, USA
Created in 1841, Dun & Bradstreet is the oldest company on the list. It specializes in business data, providing insights into companies’ financial health and operations. Furthermore, it collects information from government records, business filings, and proprietary databases.
At the same time, the company’s data is widely used in risk management and B2B marketing. In recent years, Dun & Bradstreet has introduced predictive analytics features to help businesses make better decisions.
10. Lotame – Private
- CEO: Andy Monfried
- Located: Columbia, Maryland, USA
Created in 2006, Lotame focuses on audience segmentation and data enrichment, helping marketers create targeted advertising campaigns. In addition, it collects data from online behavior, social media, and third-party sources.
The company has positioned itself as a leader in cross-device tracking and targeting. As a result, Lotame’s ability to unify data from multiple devices gives marketers a clearer view of consumer behavior.
11. Intelius – Private
- CEO: Abani Heller
- Located: Bellevue, Washington, USA
Intelius is a people search engine and data broker. Founded in 2003, it aggregates public records, social media profiles, and online activity to create detailed personal profiles. Consequently, Intelius’ business model has been criticized for enabling invasive searches.
The company claims to have improved its opt-out options, though critics argue they remain insufficient. In 2022, Intelius was accused of commercially using names and identities.
12. Whitepages – Private
- CEO: Leigh McMillan
- Located: Seattle, Washington, USA
Whitepages was founded in 1997 by Stanford student Alex Algard. The company collects data from public records and online directories to offer background checks and contact information services. However, it has been criticized for allowing easy access to individuals’ private information without their consent.
In September 2024, the company was sued in a class action lawsuit for publishing personal data. Against all odds, Whitepages remains a popular choice for businesses conducting due diligence.
What Do Data Brokers Do?
Data brokers collect, aggregate, and sell consumer information. They often operate behind the scenes, gathering data from various sources, such as public records, online activity, and purchase histories. Companies and governments buy this information to target advertising, assess risk, or gain insights into consumer behavior. As we’ve seen from the examples above, some data brokers specialize in specific niches, such as real estate or financial data.
How Do Data Brokers Use Your Data?
Data brokers use your information for marketing, risk assessment, credit scoring, and more. In addition, they sell data to advertisers looking for highly targeted campaigns, insurers calculating risk, and even political organizations aiming to influence voters.
This widespread usage makes data brokers a critical, yet often unseen, component of the digital economy. By analyzing data trends, brokers also provide businesses with insights to refine their strategies.
Where do Data Brokers Get Your Data?
Data brokers acquire information from numerous sources, including:
- Public Records: Birth certificates, marriage licenses, and property records.
- Online Activity: Social media, browsing history, and e-commerce behavior.
- Third-Party Agreements: Partnerships with companies that share customer data.
- Surveys and Contests: Voluntarily provided information.
- Mobile Apps: Data collected from app permissions and location tracking.
They also use web scraping and partnerships with marketing firms to continually update their databases.
How To Know Which Information Brokers Have Your Data
Discovering which data brokers hold your information can be challenging. However, you can do a simple and easy check by following these steps:
- Search Yourself: Look up your name on data broker sites.
- Request Access: Many data brokers allow users to request a copy of their information.
- Use Opt-Out Services: Lastly, websites like DeleteMe and Privacy Bee help users opt out of data collection. On the other hand, the downside of these services is that they’re not free.
Last, checking government or legal notices might reveal whether your information has been included in breaches.
How To Protect Your Data From Information Brokers
To successfully protect your data, you have to take proactive measures. Follow these steps to safeguard your privacy:
- Limit Information Sharing: Avoid oversharing personal details online.
- Check App Permissions: Revoke unnecessary permissions on mobile apps.
- Use Privacy Tools: Install browser extensions that block trackers.
- Opt-Out: Use opt-out services to remove your information from data broker databases.
- Monitor Accounts: Regularly check your credit report and financial accounts for suspicious activity.
- Educate Yourself: Lastly, stay informed about new data privacy laws and tools to protect your information.
Conclusion
The data brokerage industry has grown significantly as more of our lives took place online. The rise of this digital niche raises important questions about privacy, ethics, and security. But by understanding how data brokers operate, you can take steps to protect your personal data, and regain control of your online experience.
