With the popularity of the Internet in the nineties and the early 2000s, you had a proliferation of of data brokers that started operating online.

Historically, you had a lot of data brokers, like the Legacy old line ones like Acxiom, was the biggest name. Epsilon is another big one. You had these new data brokers that found that it was very easy to set up shop online.

Where they could go out and scrape the web. They could gather public records databases for free. They could license data from companies like LexisNexis or Acxiom or Epsilon, and then they could just publish all of that information to the Web. They could put ads on the website, and then they would have MILLIONS of pages of content indexed in Google to draw more and more eyeballs and more and more clicks when people searched for people’s names on search engines.

That became a very easy way to make money. Maybe 20 years ago, that was just sort of a recipe for success. And you saw a proliferation of data brokers starting to publish people’s information online. It was legal, it was easy, and it was profitable.

The leader in this space was WhitePages.com. They took all of this information they published on the web and they rode the coattails of the SEO plus ads frenzy in the early 2000s.

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