Every time you use the internet, play online games, or even just walk around with your phone, you leave behind digital breadcrumbs.
Companies called data brokers collect these breadcrumbs to build a detailed picture of who you are, what you like, and how you behave.
Then they sell this information to other companies who want to advertise to you or make decisions about you.
Think of data brokers like digital detectives, except instead of solving crimes, they’re solving the puzzle of “who is this person and what do they want to buy?”
What Exactly Do Data Brokers Do?
Data brokers are businesses that collect personal information about people from many different places, put all the pieces together like a jigsaw puzzle, and then sell this complete picture to other companies.
Some big names you might recognize include Experian (yes, the credit score company) and companies like Acxiom and Oracle.
These companies don’t make apps or sell products directly to you.
Instead, they make money by selling information about you to other businesses.
Your personal information has become valuable, like a trading card that companies buy and sell.
How Do They Get Your Information?
From Government Records
When your parents registered your birth, bought a house, or got a driver’s license, this information became part of public records.
Data brokers systematically collect this information from government databases.
In Singapore, some of this information is available to companies if they know where to look.
From Your Daily Activities
Every time you use a loyalty card at a store, make an online purchase, or subscribe to a service, you create a record of what you like and how you spend money.
These companies often sell this information to data brokers. Even that bubble tea loyalty app on your phone might be sharing data about your favorite flavors and how often you visit certain locations.
From Your Online Life
This is where most of your data gets collected.
Every website you visit, every video you watch, every search you make, and every social media post you like creates data points.
Special tracking software follows you around the internet, building a detailed map of your interests, habits, and preferences.
When you play mobile games, many of them track how long you play, what levels you struggle with, and what in-game purchases appeal to you.
Social media platforms track not just what you post, but also what you look at, how long you spend reading certain posts, and even what you almost posted but then deleted.
What Do They Do With All This Information?
Data brokers take all these scattered pieces of information and use computer programs to analyze patterns and create detailed profiles.
These profiles might include basic information like your age and where you live, but they also include predictions about your personality, interests, and future behaviour.
For example, they might create categories like “teenagers interested in K-pop and likely to buy concert tickets,” “students who struggle with math and might need tutoring services,” or “families planning overseas holidays.”
How Companies Use This Information
Targeted Advertising
Companies buy this information to show you advertisements they think you’ll be interested in.
This is why you might see ads for gaming equipment after researching computers, or why you get targeted ads for study materials during exam season.
The advertising follows you across different websites and apps because companies share your data profile.
Making Decisions About You
Some companies use this information to make decisions that could affect your life. For example, universities might use data profiles to decide who gets targeted recruitment materials, or insurance companies might use this information when your family applies for policies.
People Search Websites
Some of this information ends up on websites where anyone can search for details about other people. This creates privacy and safety concerns, especially for young people who might not realize how much of their information is publicly available.
Singapore’s Privacy Laws
Singapore has a law called the Personal Data Protection Act (PDPA) that’s supposed to protect your personal information.
This law says companies need to ask permission before collecting your data and must be careful about how they use and share this information.
However, these protections have some gaps.
Companies can still collect a lot of information if you agree to their terms and conditions (which most people don’t read carefully).
Also, once your information is collected, you have limited control over how companies use this data.
The law requires companies to have Data Protection Officers – people whose job is to make sure the company follows privacy rules. But enforcement isn’t always strong, which means some companies might not follow the rules as carefully as they should.
How to Protect Yourself
Check Your Privacy Settings
Social media platforms, gaming apps, and other services regularly change their privacy settings. Make it a habit to review these settings every few months. Look for options that limit data sharing and turn off tracking features you don’t need.
Think Before You Share
Before posting photos, checking in at locations, or sharing personal details online, consider who might see this information and how it could be used. Data brokers often collect information from public social media posts.
Read the Fine Print
When downloading new apps or signing up for services, take a few minutes to understand what information you’re agreeing to share. Look for phrases like “we may share your information with third parties” – this often means your data could be sold to data brokers.
Use Privacy-Focused Alternatives
Consider using search engines like DuckDuckGo that don’t track you, or browsers with built-in privacy protection. These tools can help reduce the amount of data that gets collected about your online activities.
Why This Matters for Students and Families
Your digital footprint starts forming early and follows you for years.
Information collected during your teenage years could potentially affect university applications, job opportunities, or other important decisions later in life.
Understanding how data collection works helps you make informed choices about your digital privacy.
For parents, understanding data brokers helps you guide your children’s online activities and make better decisions about family privacy. Many family-oriented apps and services collect extensive data about both parents and children.
The Bottom Line
Data brokers operate in a largely invisible market where your personal information is the product being sold.
While you can’t completely avoid data collection in today’s digital world, understanding how this system works empowers you to make better choices about your privacy.
Your personal information has value, and you deserve to understand how companies collect, use, and profit from this information.
By being aware of data brokers and taking steps to protect your privacy, you can maintain better control over your digital footprint while still enjoying the benefits of technology.
The key is making conscious choices about what information you share and with whom, rather than unknowingly giving away your personal data through apps, websites, and services that don’t clearly explain their data practices.