How Data Brokers and AI Shape Digital Privacy: The Role of Publicis and CoreAI

Added on: 16/03/2025 In the digital age, vast amounts of personal data are being collected, analysed, and sold by data brokers—companies that specialise in aggregating consumer information. These entities compile data from various sources, creating highly detailed profiles that are then sold to advertisers, businesses, and even political organisations.

One of the key players in this evolving landscape is Publicis Groupe, a global advertising and marketing leader, which has developed CoreAI, an advanced artificial intelligence system designed to optimise data-driven marketing strategies. This article explores how data brokers operate, the privacy concerns they raise, and how AI-powered marketing technologies like CoreAI are transforming digital advertising.

What Are Data Brokers?

How They Operate

Data brokers collect and process personal data from a variety of sources, including:
• Public Records: Government databases, voter registration files, and real estate transactions.
• Online Behaviour: Website visits, search history, and social media activity.
• Retail Purchases: Credit card transactions and loyalty program memberships.
• Mobile Data: Location tracking from smartphone apps.

This information is aggregated into comprehensive consumer profiles that categorise individuals based on demographics, behaviour, interests, and financial status. These profiles are then sold to companies for targeted advertising, risk assessment, and even hiring decisions.

Privacy Concerns

The mass collection and sale of personal data raise significant privacy issues, including:
• Lack of Transparency: Most consumers are unaware that their data is being collected and sold.
• Potential for Misuse: Personal information can be exploited for identity theft, scams, or discriminatory practices.
• Limited Regulation: Many countries lack strict laws governing the data brokerage industry, allowing companies to operate with minimal oversight.

In response to these concerns, regulatory bodies such as the Consumer Financial Protection Bureau (CFPB) are considering restrictions on data brokers, including banning the sale of Social Security numbers without explicit consent.

Publicis Groupe: A Major Player in AI-Driven Marketing

What is Publicis?

Publicis Groupe is a global marketing and communications firm offering advertising, media planning, public relations, and consulting services. The company operates in over 100 countries and works with major brands across industries, leveraging advanced data analytics to enhance marketing campaigns.

Introduction of CoreAI

To further solidify its position as a leader in AI-driven marketing, Publicis introduced CoreAI in January 2024. CoreAI is an intelligent system designed to analyse and optimise vast datasets, including:
• 2.3 billion consumer profiles
• Trillions of data points on consumer behaviour

This AI-powered tool integrates machine learning and predictive analytics to help businesses make data-driven marketing decisions, improve targeting accuracy, and enhance customer engagement.

How CoreAI Uses Data

CoreAI uses AI-driven insights to:
• Enhance media planning: Optimising ad placements and improving ROI.
• Personalise advertising: Delivering hyper-targeted ads based on individual behaviour.
• Improve operational efficiency: Automating marketing tasks, reducing costs, and streamlining campaigns.

Publicis has committed €300 million over the next three years to further develop its AI capabilities, reinforcing its goal of leading the AI-driven transformation of digital marketing.

The Intersection of Data Brokers and AI in Advertising

The combination of data brokers and AI-powered marketing platforms like CoreAI is reshaping how businesses interact with consumers. By leveraging massive datasets and machine learning, companies can:
• Predict consumer behaviour with greater accuracy.
• Refine targeted advertising to reach the right audience at the right time.
• Enhance customer experiences through personalised content.

However, this technological evolution also raises ethical and privacy concerns regarding consumer data rights, AI bias, and the potential misuse of personal information.

How Consumers Can Protect Their Data

Individuals concerned about data privacy can take several steps to protect their information:
1. Opt-out of data collection: Many data brokers offer opt-out options, though the process can be tedious.
2. Use privacy-focused services: Platforms like Sentrya help remove personal data from public databases.
3. Limit data sharing: Adjust privacy settings on social media, browsers, and mobile apps.
4. Stay informed: Keep track of legislation and regulations surrounding data privacy.

The growing influence of data brokers and AI-driven marketing technologies is transforming the digital landscape. Companies like Publicis Groupe are pioneering AI solutions like CoreAI, offering advanced data-driven insights while raising concerns about consumer privacy. As regulations evolve, businesses and consumers alike must navigate the fine line between innovation and ethical data use.

How to Clean 80% of Spam in 2 Days in 2025

Personal data is the new gold, and as a result, scammers make bank by taking advantage of us — did you know that they made over $1 trillion from scams two years ago? That’s more than half of Canada’s GDP… I’ve seen many people just give up their long-term email accounts just because it got filled with spam, scams and phishing emails — and it’s just sad. I don’t know about you, but I’m pretty emotional about my account I made almost 2 decades ago, and I really don’t want to lose it or just give up on it. This is exactly what pushed my research for a permanent solution to get rid of all the junk from my inbox, and give my account a second chance to life - by the way, my next checklist is made strictly for Gmail (that’s what I’m using), so if you’re an Outlook, Yahoo or other type of user, this might not be for you. Let me dive into what I discovered, how it works and how quickly it turned my inbox around. <h2 class= "text-heading">What I discovered</h2> My journey started about 15 years ago, when I used to get more spam than legit emails in my inbox, and it made me wonder why that happens. I didn’t know much at the time, so I got left with just the question. It wasn’t until 6 years ago when I got a job as a data entry assistant for a start-up operating in the data protection industry, and got introduced to this brand new world - that was my ‘Aha!’ moment. I learned a lot there, found what data is collected about us, consumers, by a lot of companies, how entitled many of them feel to do anything they want with our information, and how a large number of them “get back” at us when we try to distance ourselves from them. In simple terms, from the data they collect about us (name, email, phone number, shopping, browsing etc.), they can generate inferred data, like net worth, how much we’re worth to them as customers, and even predict future spending habits. In terms of “getting back” at us, many of them sell our information to others as soon as we unsubscribe from their marketing emails — this way they make up some of the loss resulted from their inability to market their products directly to us. <h2 class= "text-heading">How it works (how I turned my inbox around)</h2> It took me a good while to figure out how to get rid of spam and junk. I first started to look at how I can filter out these types of emails, but since even tech giants like Google or Microsoft haven’t figured it out, I clearly had no chance of doing it, especially by myself. And then it clicked! Instead of chasing after scammers, which use an email or domain as a one-time thing, where they send a bunch of scams once and switch to a different email/domain, I asked myself - what’s constant? Scammers or actual subscriptions? I think it’s pretty obvious that subscriptions are constant for a lot of us. We may have hundreds of opened accounts, but in reality, we use only a handful. So I started fiddling with some filters to see what would happen if I changed my inbox to accept emails only coming from a set list of senders. In 2 days, I got only 2 or 3 emails after I set up that filter. This was my “holy sh*t” moment, and it changed my inbox ever since. I made this filter (along with some other things) into a digital product, but I want to share the “secrets” here with you, so you can get a better email experience, and avoid having to give up on it. Here’s how to create a complete and comprehensive filter: - Make a list of services and subscriptions you still need, and are important to you (important in the next step) - Click on the filter icon in Gmail’s web app, and add the list you made in the “Doesn’t have” field using this format: {(from:sender1 OR from:sender2 OR from:sender3)} - Next, select the “Delete it” option. This way, all emails not included in your filter will be sent to trash, and permanently deleted in 30 days The best thing about this is that it clears all unwanted emails (junk, spam, scams and phishing), and ensured you won’t miss new emails since they’ll just be sent to trash - you can then update the filter and add the new sender to it next. Of course, this will you take you some time to do, but it’s not impossible or overwhelming. Now to the ‘selling’ part - I mentioned that I made this into a digital product called <a href= "https://sentrya.net" class= "content-link">sentrya.net</a>. Sentrya is for privacy-conscious people who don’t want to spend hours manually searching for subscriptions and creating the filter I mentioned earlier. Basically, Sentrya does all the heavy lifting for you, saves you time and gives you peace of mind. Here’s a short comparison between using Sentrya and doing it yourself: Do it yourself: - It’ll take you a few hours gathering all (or almost all) subscriptions - You have to remember to look in your Trash folder every time a new sender emails you - You need to manually update the filter if you want to add a new sender to it With Sentrya: - It takes about 10 minutes to see a list of active subscriptions - You select (mark as Important) the ones you need - Create the filter with a tap - Get notified when a new sender emails you - Update the filter with a tap This is available for free on Sentrya - Remove your information from unwanted subscriptions (to avoid data selling) - Remove your information from a lot of data brokers (avoid having spammers buying your data) - Find if and when your data appears on the dark web These are available under paid plans Thanks for reading all the way here, and I hope you found this article to be useful in saving your email account :) PS: If you know someone on the brink of giving up on their email, send them this article and spare them the heartache of losing their account Read more

Your iPhone Data May Have Been Leaked in China:–Here is What It Means and How to Protect Yourself

Did you know that your iPhone data may have just been exposed? According to Cybernews, up to 62 million iPhone users’ personal information has been leaked from an iOS app in China. This includes details like your name, ID number, gender, date of birth, phone number, province, and city – basically, enough data for scammers to wreak havoc. If you’re like most people, this probably feels like a punch to the gut. After all, you trust your iPhone and Apple to keep your data safe. Unfortunately, even the best technology can’t always protect you when shady apps or data brokers get involved. <h2 class= "text-heading">Here’s What Was Leaked</h2> Hackers managed to grab personal info that could let them impersonate you online or even in the real world. This data is fresh – as recent as February 2025 – so it’s especially worrying. <h2 class= "text-heading"> Why Should You Care?</h2> Think about all the ways your personal data is linked to your life: - Identity theft – Scammers could open bank accounts or credit lines in your name. - Phishing attacks – You might get emails or texts that look real but are traps. - Financial fraud – They could trick you into sending them money or personal info. - Location-based scams – Because they know where you live, they might tailor attacks just for you. <h2 class= "text-heading">How to Protect Yourself</h2> The best thing you can do right now is to start cleaning up your personal data footprint. Removing your info from data brokers and shady sites is crucial. That’s where services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a> come in. Sentrya helps you find and delete your personal data from data broker websites and search engines. It’s like taking your info back into your own hands – because the less data out there, the harder it is for criminals to target you. Sentrya works by continuously scanning for your info and removing it from places where it shouldn’t be. It’s a smart move to help protect your privacy, especially after a major leak like this. If you’re an iPhone user – or just care about your privacy – don’t wait. This breach is a wake-up call that your personal data can be out there in ways you never imagined. Act now to lock down your information and stop hackers in their tracks. Read more

Morocco CNSS Data Breach: A Wake Up Call for Consumer Data Protection

In April 2025, Morocco experienced a significant cybersecurity incident when the National Social Security Fund (Caisse Nationale de Sécurité Sociale – CNSS) was compromised. The breach resulted in the unauthorised release of sensitive data pertaining to millions of Moroccan workers and hundreds of thousands of businesses. The fallout from this breach has raised serious concerns about consumer privacy and the adequacy of data protection measures. <h2 class= "text-heading">The CNSS Breach: What Happened?</h2> On April 8, 2025, a hacker group identifying itself as JabaRoot DZ claimed responsibility for the cyberattack on CNSS. The group leaked over 50,000 official documents, including personal identification numbers, salary declarations, employment contracts, and correspondence involving foreign diplomatic entities. The leaked data was disseminated through various channels, including encrypted messaging platforms and public file-sharing websites. Cybersecurity analysts suggest that the attackers may have exploited vulnerabilities in outdated file storage protocols or gained access through compromised administrator accounts. The breach potentially began weeks or months before the data was released, allowing the attackers ample time to exfiltrate information undetected. <h2 class= "text-heading">Implications for Consumer Privacy</h2> The CNSS breach has exposed nearly 2 million employees and approximately 470,000 companies to potential risks, including identity theft, financial fraud, and targeted phishing attacks. The leaked information encompasses a wide range of personal and financial data, making it a valuable resource for malicious actors. This incident underscores the vulnerabilities inherent in centralised data repositories and the critical need for robust cybersecurity measures to protect consumer information. It also highlights the importance of transparency and prompt communication from institutions in the event of data breaches. <h2 class= "text-heading">Sentrya: Empowering Consumers to Protect Their Data</h2> In the wake of such breaches, you must take proactive steps to safeguard your personal information. <a href= "https://sentrya.net" class= "content-link">Sentrya</a> offers a comprehensive solution designed specifically for individual users. Sentrya provides tools to remove personal data from the web and data brokers, and to clear inboxes of scams and phishing emails. By leveraging Sentrya’s services, you can regain control over your digital footprint and enhance your privacy. The CNSS data breach serves as a stark reminder of the growing threats to consumer privacy in the digital age. While institutions must bolster their cybersecurity frameworks, individuals also have a role to play in protecting their personal information. Utilising services like Sentrya can be an effective strategy for consumers to mitigate risks and maintain their privacy in an increasingly interconnected world. Read more

Trump Administration Reverses Data Privacy Protections Exposing Americans to Increased Risks

In a significant policy reversal, the Trump administration has dismantled a Biden-era initiative aimed at limiting the sale of Americans’ personal data by data brokers. This move raises substantial concerns about consumer privacy and national security. <h2 class= "text-heading">Background: The Biden-Era Initiative</h2> Under President Biden, the Consumer Financial Protection Bureau (CFPB) proposed regulations to subject data brokers to oversight akin to credit bureaus. The goal was to protect consumers from the unregulated sale of sensitive personal information, which could be exploited for identity theft, scams, and even national security threats. <h2 class= "text-heading">The Reversal and Its Implications</h2> On May 14, 2025, the CFPB announced the withdrawal of the proposed regulations, stating that they no longer align with the bureau’s policy objectives. Consumer advocacy groups, such as Consumer Reports, have expressed alarm, warning that this decision leaves consumers vulnerable to scams and identity theft. The rollback also includes the withdrawal of proposals related to digital payment technologies and the prohibition of certain terms in consumer finance products. <h2 class= "text-heading">Risks to Consumer Privacy</h2> The unregulated sale of personal data poses several risks: • Identity Theft: Personal information can be used to impersonate individuals, leading to financial loss and reputational damage. • Scams and Phishing: Data brokers can sell information to malicious actors who craft targeted scams and phishing emails. • National Security Threats: Sensitive data about government officials and military personnel can be exploited by foreign adversaries for espionage. <h2 class= "text-heading">Sentrya: A Consumer-Focused Solution</h2> In light of these developments, consumers seeking to protect their personal information can turn to services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a>. Sentrya offers tools to remove personal data from the web and data brokers, and to clear inboxes of scams and phishing emails. Designed specifically for individual consumers, Sentrya empowers users to take control of their digital privacy. The Trump administration’s decision to scrap proposed data privacy regulations underscores the importance of individual action in safeguarding personal information. While federal protections may be in flux, consumers can proactively protect themselves using services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a> to mitigate the risks associated with data exposure. Read more

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