Data Brokers, Your Data, and Accuracy
Recently, I decided to take control of my personal information by using the privacy portals of the largest data brokers, like Acxiom, LiveRamp, and LexisNexis. My goal was simple: to see what they had on me and decide whether to opt out or have my data deleted. What I uncovered was a disturbing mix of half-truths, outright errors, and a stark reminder of why privacy matters.
The Paradox of Privacy
The process itself felt like a paradox. To protect my privacy, I had to give up sensitive details, such as my date of birth, Social Security number, and even a scan of my state-issued ID. It was like trading one privacy invasion for another. Despite the frustration, I pushed through, determined to see what these companies were holding onto.
A Flood of Data, Riddled with Errors
When the reports finally arrived, they were overwhelming. One was over a thousand pages long, packed with thousands of data points. They covered everything: past addresses, email histories, education levels, income estimates, and more. But as I dug in, I realized much of it was wrong. It was like reading a strangerās biography, a bizarre blend of fact and fiction.
For example, the reports claimed I had lived in cities thousands of miles away, places Iād only visited briefly, never resided in. My education was a mess too: one section said I hadnāt finished high school, while another credited me with graduate degrees. They even assigned me political affiliations Iāve never held. The inaccuracies didnāt stop there. There were variations of my name Iāve never used, emails Iāve never owned, and companies Iāve never worked for. If I had to guess, for every correct detail, there were three wrong ones. And this wasnāt just one data broker; it was all of them, each report more distorted than the last, like a demented game of telephone.
The Real-World Impact
This isnāt just about getting ads for things I donāt want. This data can influence critical decisions, like credit approvals, job opportunities, or even identity verification quizzes that rely on flawed information. How can you pass a āsecurityā question when the answers are based on lies? Itās like being judged by a funhouse mirror version of yourself, one that doesnāt reflect reality.
Beyond the Big Names
And itās not just the big players. There are countless smaller data brokers operating in the shadows, eager to sell your information, accurate or not, for pennies. Thatās why privacy is so crucial. Itās not about hiding or doing something wrong; itās about controlling your own story. You should decide how, where, and by whom your personal information is used. After all, you are your most valuable asset.
Taking Back Control
So, what can you do? Start by taking back control. Services like Optery (which I personally use, read more about them here) can help remove your data from many brokers. But you can also take direct action: opt out wherever possible to stop your data from being shared or sold. Request your information from the largest data brokers, and decide whether to opt out or have it deleted entirely. Iāve chosen deletion in most cases, though I know theyāll likely build a new profile soon enough. Still, itās a step toward reclaiming ownership.
Now is the time to own your identity and your story. Donāt let flawed data define you.
Remember, we may not have anything to hide, but everything to protect.
