Data Brokers Received 58.0 Million Requests to Delete Personal Data Last Year and Refused Nearly 900,000, California Filings Show
California's 603 data brokers got 58 million deletion requests in 2024 and denied 890,712. See which said no, and who shared data with governments.
- 22 brokers denied more than 90% of deletion requests
- 1 broker took a median of 172 days to respond
- 1 in 6 registered brokers sold or shared data with a government, police, an AI developer, or a foreign adversary in the past year
- 7 brokers that collect children's data sold or shared it with the federal government
The 603 data brokers registered with the California Privacy Protection Agency received 58,031,327 requests from consumers to delete their personal data in 2024, 6.8 times the 8,514,612 received the year before, and reported denying 890,712 of them, according to an analysis of the brokers' own state filings by Control D, the encrypted DNS filtering service.
The findings come as every registered broker faces a new legal clock. Since 1 August 2026, brokers have been required to retrieve deletion requests from California's Delete Request and Opt-out Platform (DROP) at least every 45 days and act on them, with penalties of $200 per unprocessed request per day. The first 45-day window closes on or around 15 September.
"DROP is the first tool that lets a person delete themselves from hundreds of brokers at once. These filings are the brokers' track record going into it," said Yegor Sak, co-founder of Control D.
"Deleting what brokers already hold is half the job. The other half is stopping the next collection, and that starts with the tracker domains every phone and TV talks to all day. That is the layer we block."
Key Findings
- 58,031,327 deletion requests were received in 2024, and 890,712 were denied. Opt-out requests reached 98,815,966, with 1,712,354 denied.
- 22 brokers that received at least 100 deletion requests denied 90% or more of them. 40 denied more than half.
- Live Data Technologies, Inc. reported denying 45,853 of 45,865 requests, with a median response time of 172 days against a 45-day legal window.
- 8 brokers reported a median response time longer than 45 days.
- 163 brokers, 27% of the registry, reported receiving no deletion requests at all in 2024.
- 95 brokers, 1 in 6, disclosed selling or sharing personal data in the past year with the federal government (55), other state governments (54), law enforcement outside a subpoena or court order (28), a generative AI developer (32), or a foreign actor, which California law defines as the government of, or a company based in, China, Russia, Iran, or North Korea (26).
- 115 brokers collect precise geolocation, up 31% from 88 on the 2025 registry. 18 collect data on minors, 18 collect sexual orientation, 12 collect citizenship or immigration status, 12 collect biometrics, and 8 collect reproductive health data.
- 7 brokers that collect children's data also sold or shared with the federal government (Acxiom LLC; Airlines Reporting Corporation; Equifax Information Services LLC; Equifax Workforce Solutions LLC; LexisNexis Risk Solutions FL Inc.; Neustar Information Services, Inc.; SpyCloud Inc.).
- 5 sold or shared with a generative AI developer (BV Insights LLC; Equifax Information Services LLC; Experian Marketing Solutions, LLC; Data Axle Inc.; Consumerbase, LLC).
- The registry includes companies better known for other things. General Motors discloses collecting six sensitive categories, including union membership, sexual orientation, immigration status and precise geolocation. Marriott International discloses collecting children's data, government ID numbers and immigration status. Clearview AI discloses collecting biometric data and sharing with the federal government and law enforcement.
- 565 brokers are based in the United States across 41 states and D.C.; the largest clusters are California (126), New York (85), Florida (48), Illinois (32), Texas (32). 38 are headquartered abroad, including 12 in the United Kingdom and 9 in Canada.
The Brokers That Said No
| Broker | Requests received 2024 | Denied | Denial rate | Median days |
|---|---|---|---|---|
| Keyword Connects LLC | 5,201 | 5,201 | 100.0% | 20 |
| Socialgist; Boardreader | 1,609 | 1,609 | 100.0% | 1 |
| VRTCAL Markets Inc. | 812 | 812 | 100.0% | 1 |
| ONAUDIENCE LTD | 340 | 340 | 100.0% | 48 |
| MedPro Systems | 178 | 178 | 100.0% | 45 |
| AWL Holdings, LLC | 139 | 139 | 100.0% | 1 |
| Live Data Technologies, Inc. | 45,865 | 45,853 | 100.0% | 172 |
| OAN; Online Advertising Network | 6,879 | 6,877 | 100.0% | 48 |
| DTN, LLC | 6,218 | 6,202 | 99.7% | 12 |
| 33 Mile Radius LLC | 62,584 | 62,190 | 99.4% | 12 |
*Brokers with at least 100 requests. All figures as filed with CalPrivacy, snapshot 2 September 2026.
What Can Consumers Do?
California residents can submit a single deletion request to every registered broker at privacy.ca.gov/data-brokers. Residents of other states can still send requests directly to each broker using the contact details in the registry.
On any device, an encrypted DNS filter such as Control D blocks the tracker and telemetry domains that feed data brokers before the request leaves the network, on every operating system, without an app on each site.
Methodology
Control D downloaded the California Privacy Protection Agency's 2024, 2025, and 2026 Data Broker Registry files on 24 September 2026, counted each broker's disclosures under the Delete Act and SB 361, and summed the 2024 consumer-request metrics brokers are required to report.
Denial rate is requests denied divided by requests received; rate rankings include only brokers with at least 100 requests. All figures are self-reported by brokers and are not independently verified. The registry is live, and brokers may amend filings; this analysis states its snapshot date.