Inside the $270 billion data-broker market that sells personal profiles

Exact Data, part of the sprawling data-broker sector valued at $270 billion in 2024, sells granular consumer profiles to marketers, insurers and political operatives. After creating an account, a journalist purchased a list of affluent New Rochelle residents who smoke, paying a fee and completing a verification call with salesman Steve Madej. The spreadsheet contained 86 attributes per individual, ranging from income estimates to political affiliation.

Critics such as Caroline Kraczon of the Electronic Privacy Information Center and Emory Roane of the Privacy Rights Clearinghouse highlight how these dossiers enable targeted advertising, risk assessments, and have been weaponized for fraud, stalking and even murder. While the FTC has issued warnings to Exact Data’s predecessor, no federal privacy law governs brokers, leaving a patchwork of state regulations, with California’s Delete Act being a notable effort. Industry groups argue that tighter rules could harm small businesses, but advocates say enforcement is essential to protect consumer privacy.