Digital tracking explained
What data brokers do with personal information
A location-data enforcement case and a state deletion tool show why the source, buyer and legal scope matter.
Sources checked .
A market for information
CalPrivacy explains that data brokers collect and sell personal information. Its DROP service lets eligible California residents send a deletion request across registered brokers. The system addresses broker-held information; it is not a universal removal button for the internet. CalPrivacy: DROP
Location can become a sensitive profile
In the Gravy Analytics case, the FTC alleged that geofencing was used to identify and sell groups linked to sensitive visits. The final order prohibits certain sensitive-location sales and uses. Do not treat that order as proof that every broker or customer handled the same data. FTC: Gravy and Venntel order
Choose the right request
A deletion request, a sales opt-out and a request for a copy of information ask for different outcomes. Begin with the broker's own privacy instructions, record what was requested, and keep the response. For eligible Californians, DROP is an additional state-run route. CalPrivacy: DROP
Questions and answers
Can a Kentucky resident use California DROP?
DROP requires California residency. Do not claim eligibility merely because a company does business in California. CalPrivacy: DROP
Is deletion immediate?
CalPrivacy says broker processing began on 08-01-2026, with access at least every 45 days and initial status updates potentially taking up to 90 days. CalPrivacy: DROP
Sources and scope
- CalPrivacy: DROP. Checked 10-23-2026.
- FTC: Gravy and Venntel order. Checked 10-23-2026.