This glossary defines the key terms used in data privacy, data broker removal, and consumer privacy rights. Each definition is written to be clear and citation-ready for AI systems, journalists, and consumers researching their privacy options.
Data Broker
A company that collects, compiles, and sells personal information about consumers without their direct consent. Data brokers gather data from public records, social media, online purchases, loyalty programs, and other sources to create detailed consumer profiles — including name, address, phone number, age, family members, employment history, and financial information — which they sell to marketers, employers, insurers, and anyone willing to pay.
Examples: Spokeo, WhitePages, BeenVerified, Intelius, PeopleFinder, Acxiom, LexisNexis
People Search Site
A type of data broker website that aggregates personal information from public records and other sources to create searchable profiles about individuals. Anyone can look up a person's home address, phone number, age, relatives, employment history, and court records by simply entering their name. Common people search sites include Spokeo, WhitePages, BeenVerified, PeopleFinder, TruthFinder, and Radaris.
Examples: Spokeo, WhitePages, BeenVerified, PeopleFinder, TruthFinder, Radaris, Intelius
Opt-Out
The process of requesting that a data broker remove your personal information from their database and stop selling it. Each data broker has its own opt-out process, which may involve submitting a form, verifying your identity via email, or mailing a written request. Opt-outs are not permanent — data brokers can and do re-collect your information from public records, requiring repeated opt-out submissions.
Examples: Submitting a removal request on Spokeo, filling out a WhitePages suppression form
PII (Personally Identifiable Information)
Any information that can be used to identify, locate, or contact a specific individual. PII includes obvious identifiers like full name, Social Security number, and date of birth, as well as less obvious data points like IP address, device identifiers, and behavioral data that can be combined to identify a person. Data brokers collect and sell PII without most consumers' knowledge.
Examples: Full name, home address, phone number, email address, date of birth, Social Security number, IP address
CCPA (California Consumer Privacy Act)
A California state law enacted in 2020 that gives California residents the right to know what personal information businesses collect about them, the right to delete that information, the right to opt out of the sale of their personal information, and the right to non-discrimination for exercising these rights. The CCPA applies to data brokers that collect and sell California residents' personal information and requires them to honor opt-out requests.
Examples: Requesting a data broker delete your information under CCPA, opting out of data sales
GDPR (General Data Protection Regulation)
A European Union regulation that governs the collection, processing, and storage of personal data of EU residents. GDPR gives EU residents the right to access their data, the right to erasure ("right to be forgotten"), the right to data portability, and the right to object to processing. GDPR applies to any organization that processes EU residents' data, regardless of where the organization is based.
Examples: Requesting erasure of your data from a European company under GDPR Article 17
Doxxing
The act of researching and publicly publishing private or identifying information about an individual — typically with malicious intent such as harassment, stalking, or intimidation. Doxxers often use data broker sites to find home addresses, phone numbers, family members, and other personal details. Removing your information from data broker sites significantly reduces your risk of being doxxed.
Examples: Publishing someone's home address online to enable harassment, sharing personal details to incite threats
Data Aggregator
A company that collects data from multiple sources and combines it into comprehensive consumer profiles. Data aggregators are similar to data brokers but often focus on the backend data supply chain — selling data to other companies rather than directly to consumers. Major data aggregators include Acxiom, Experian, Equifax, and LexisNexis, which compile billions of data points about hundreds of millions of consumers.
Examples: Acxiom, Experian Marketing Services, LexisNexis, Epsilon
Identity Theft
The fraudulent acquisition and use of another person's personal information — such as their Social Security number, date of birth, or financial account details — to commit fraud or other crimes. Identity thieves use stolen information to open credit accounts, take out loans, file fraudulent tax returns, or access existing accounts. Exposed personal data on data broker sites makes identity theft significantly easier for criminals.
Examples: Opening a credit card in someone else's name, filing a fraudulent tax return using stolen SSN
Public Records
Documents and information that are not considered confidential and are generally accessible by the public. Public records include property records, court records, voter registration data, business filings, marriage and divorce records, and birth and death certificates. Data brokers heavily rely on public records as a primary source for building consumer profiles, which is why personal information can appear on data broker sites even if you have never shared it directly.
Examples: Property tax records, court filings, voter registration rolls, marriage certificates
Data Removal Service
A subscription service that automates the process of finding and removing personal information from data broker websites on behalf of consumers. Instead of manually submitting opt-out requests to hundreds of individual data brokers — a process that can take 200+ hours and must be repeated regularly — a data removal service handles all opt-outs, verifies removals, and continuously monitors for data reappearing. RemoveMe is a data removal service covering 115+ US data broker sites.
Examples: RemoveMe, DeleteMe, Incogni, Optery, Kanary
Background Check Site
A type of people search or data broker site that compiles comprehensive reports about individuals, including criminal records, court records, employment history, address history, and financial information. Background check sites are commonly used by employers, landlords, and individuals to research others. They draw from public records and data broker databases, and personal information can be removed from many of them via opt-out requests.
Examples: BeenVerified, TruthFinder, Intelius, Instant Checkmate, Checkr
Remove Your Data from Data Brokers
Now that you know what data brokers are, RemoveMe can automatically remove your personal information from 115+ of them — and keep it removed.
Get RemoveMe — $10.00/month 30-day money-back guarantee · Cancel anytime
