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Who's buying your personal data: Disney, GM, your insurer and bank

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A Consumer Reports-led project obtained consumer files from Acxiom and found deeply detailed dossiers that claim to cover billions of people and make predictions across more than 3,000 categories. Reports returned to consumers ran dozens of pages and included precise location coordinates, histories of income, employment and spending, and predictive scores (0-100) for behaviors ranging from brand purchases and car ownership to estimated alcohol use, body mass index percentile, likelihood of getting a mammogram, food insecurity, and even interest in the military. New state privacy laws that force disclosures revealed that Acxiom has sold these inferences to more than 100 companies, including major insurers, banks, pharmaceutical firms and retailers such as GEICO, State Farm, Citi, JPMorgan Chase, Janssen Pharmaceuticals, General Motors, Hilton, Kohl’s, Southwest, T‑Mobile and Disney.

The reporting shows how brokers enable precise customer segmentation that firms use to market products, underwrite risk, or target loan and insurance offers, with potentially harmful effects on vulnerable people. Health data firms like HealthVerity appear repeatedly as buyers and market deidentified patient datasets and risk‑scoring tools that can skirt traditional protections like HIPAA and the Fair Credit Reporting Act. Privacy experts characterize the current regulatory patchwork as full of gaps, and the files expose both inaccuracies in profiles and the concrete pathways by which sensitive inferences are monetized and delivered to commercial actors.

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