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ZDNET's key takeaways
Most sensitive information found online is collected legally and aggregated by brokers.
Removing this data is possible but requires navigating a fragmented system.
Luckily, there are plenty of free tools online that can streamline the process.
If you search your name on Google right now, there's a high chance you'll find a lot more than you expected. Phone numbers, emails, past home addresses, and distant relatives can appear within seconds, often on websites you've probably never heard of.
What's surprising is that much of this information doesn't come from hacks or data breaches. Instead, they come from a range of legitimate sources, such as public records, app user analytics, and archived social media profiles. Data brokers will then collect and aggregate these stats to sell them to interested third parties for profit. As you can imagine, personal data is very valuable.
Also: The best data removal services of 2026: Expert tested and reviewed
Although the practice may be legal, its sheer scale and the accessibility of personal information make it controversial. The good news is that you can remove much of your data. Data removal services like DeleteMe or PrivacyBee will handle much of the legwork for you.
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