The Hidden Data Brokers Powering Everyday Brands

You probably don’t think twice about using a store loyalty card, watching a show on your favorite streaming app, or joining a brand’s rewards program. But behind the convenience lies a billion-dollar industry powered by hidden data brokers—companies you’ve never heard of that profit from your personal information.

Across retail, entertainment, and health and fitness, brands and brokers quietly collect, bundle, and sell your data. And chances are, you’re already in their systems.

Hidden Data Brokers and Everyday Surveillance

Recent reports have revealed that grocery stores like Kroger and Albertsons now play a major role in the personal data market. These companies track what you buy, link it to your loyalty account or phone number, and sell that information to third-party firms.

But it doesn’t stop with groceries. Streaming platforms and rewards apps collect detailed interaction data—what you watch, skip, or hover over. They then sell this behavioral data to hidden data brokers, who compile it into detailed user profiles and sell access to advertisers, insurers, and even government agencies.

Most People Never Agreed to This

You might think trading data for discounts or recommendations seems fair. But few consumers realize how deep the collection goes.

Your favorite products, skipped ads, movement patterns, and even your financial risk level can feed into complex consumer profiles—built entirely from your daily activity. According to The Markup, supermarket chains now generate profiles more detailed than those created by social media platforms.

And once your data enters the broker ecosystem, you lose any way to track where it ends up or how it’s used.

The Transparency Crisis in Consumer Data

Here’s the disturbing part: most people don’t even realize it’s happening.

Privacy policies use vague language and legal jargon to obscure what’s really going on. Brands may say they “share data with trusted partners,” but they rarely explain who those partners are—or where your data actually goes.

This lack of transparency strips users of control. It also makes opting out nearly impossible.

VALT’s Approach: Data Control Starts With Consent

At VALT, we don’t believe consent should hide inside legal jargon. We offer terms that are direct, clear, and revocable.

We don’t build shadow profiles or sell your activity. Instead, VALT gives you a secure, encrypted timeline of your digital life—accessible only to you. If you choose to share anonymized insights, you stay in charge of that decision.

While other companies treat users like products, VALT gives you true ownership of your data. You decide when to share it, how to use it, and who gets access. Download VALT today and take back control of YOUR data.