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.

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 <b>62 million iPhone users’</b> personal information has been leaked from an iOS app in China. This includes details like your <em>name, ID number, gender, date of birth, phone number, province, and city</em> – basically, enough data for scammers to wreak havoc.<br/><br/>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.<br/><br/><br/><h2 class= "text-heading">Here’s What Was Leaked</h2><br/>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.<br/><br/><br/><h2 class= "text-heading"> Why Should You Care?</h2><br/>Think about all the ways your personal data is linked to your life:<br/>- <u>Identity theft</u> – Scammers could open bank accounts or credit lines in your name.<br/>- <u>Phishing attacks</u> – You might get emails or texts that look real but are traps.<br/>- <u>Financial fraud</u> – They could trick you into sending them money or personal info.<br/>- <u>Location-based scams</u> – Because they know where you live, they might tailor attacks just for you.<br/><br/><br/><h2 class= "text-heading">How to Protect Yourself</h2><br/>The best thing you can do <u>right now</u> is to start cleaning up your personal data footprint. Removing your info from data brokers and shady sites is crucial.<br/><br/>That’s where services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a> come in. Sentrya helps you <em>find and delete your personal data</em> 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.<br/><br/>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.<br/><br/><br/>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. <b>Act now</b> 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.<br/><br/><br/><h2 class= "text-heading">The CNSS Breach: What Happened?</h2><br/>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.<br/><br/>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.<br/><br/><br/><h2 class= "text-heading">Implications for Consumer Privacy</h2><br/>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.<br/><br/>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.<br/><br/><br/><h2 class= "text-heading">Sentrya: Empowering Consumers to Protect Their Data</h2><br/>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.<br/><br/><br/>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.<br/><br/><br/><h2 class= "text-heading">Background: The Biden-Era Initiative</h2><br/>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.<br/><br/><br/><h2 class= "text-heading">The Reversal and Its Implications</h2><br/>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.<br/><br/>The rollback also includes the withdrawal of proposals related to digital payment technologies and the prohibition of certain terms in consumer finance products.<br/><br/><br/><h2 class= "text-heading">Risks to Consumer Privacy</h2><br/>The unregulated sale of personal data poses several risks:<br/>• <u>Identity Theft</u>: Personal information can be used to impersonate individuals, leading to financial loss and reputational damage.<br/>• <u>Scams and Phishing</u>: Data brokers can sell information to malicious actors who craft targeted scams and phishing emails.<br/>• <u>National Security Threats</u>: Sensitive data about government officials and military personnel can be exploited by foreign adversaries for espionage.<br/><br/><br/><h2 class= "text-heading">Sentrya: A Consumer-Focused Solution</h2><br/>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.<br/><br/><br/>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

Your Airline Might Be Sharing Your Data with ICE: Here is What You Need to Know

Have you ever booked a flight thinking it was just between you, your airline, and your destination? You might want to think again. Recent reporting from Jacobin has exposed a chilling truth: airlines and travel companies are quietly sharing your personal travel data with U.S. Immigration and Customs Enforcement (ICE). And it’s happening without your consent, knowledge, or any real way to opt out.<br/><br/>Let’s break down what’s going on—and what it means for you.<br/><br/><br/><h2 class= "text-heading">Your Data Is Being Sold—Not Just Shared</h2><br/>You probably don’t know what the Airlines Reporting Corporation (ARC) is. That’s by design. ARC is a behind-the-scenes player that processes flight bookings between travel agencies (think Expedia, Priceline, or even a local agency) and over 200 airlines. That includes the biggest names: Delta, American, United, JetBlue, and more.<br/><br/>When you book a ticket, your itinerary, payment information, and travel history don’t just stay with the airline. They flow into ARC’s massive system. And from there? That data is being sold directly to ICE, as part of something called the “Travel Intelligence Program.”<br/><br/>Yes, sold.<br/><br/>This isn’t a targeted subpoena for a specific criminal investigation. This is bulk data sharing—ICE getting access to your travel habits, international flights, layovers, and even payment methods, all neatly packaged. Whether you’re a citizen, a visa holder, or just someone trying to visit family, that data can land in a government file, without your knowledge.<br/><br/><br/><h2 class= "text-heading">Why This Should Deeply Worry You</h2><br/>This isn’t just about immigration enforcement. This is about your right to privacy—and how it’s being traded away.<br/><br/>1. <em>You never consented to this.</em><br/>When you hit “purchase” on that ticket, did you get a notice saying your personal information might be sold to a federal law enforcement agency? Of course not.<br/><br/>2. <em>You have no control over where your data goes.</em><br/>Even if you use third-party travel sites, ARC is the middleman. And ARC is owned by the very airlines you’re booking with—so they’re profiting off your data in multiple ways.<br/><br/>3. <em>You could be flagged for future surveillance without doing anything wrong.</em><br/>Maybe you fly often to a country ICE is scrutinising. Maybe you paid for a ticket for someone else. Maybe you booked with cash. These perfectly legal activities can appear suspicious when viewed out of context by an algorithm or agency.<br/><br/><br/><h2 class= "text-heading">Real People, Real Risks</h2><br/>Imagine you’re visiting family abroad and come back to find you’ve been flagged for extra screening—no explanation, just delays and discomfort. Or ICE shows up at someone’s door based on flight data you unknowingly shared when you booked a ticket for them. These aren’t hypotheticals. This data is being used for real enforcement actions, with real consequences.<br/><br/>And no, there’s no easy opt-out.<br/><br/><br/><h2 class= "text-heading">What You Can Do to Protect Yourself</h2><br/>Unfortunately, you can’t completely stop airlines from selling your data—at least, not yet. But you can take steps to limit your exposure:<br/>• <u>Avoid big-name platforms</u> when booking, or research which agencies work with ARC. Smaller, privacy-conscious travel services may reduce how much data is shared.<br/>• <u>Pressure airlines and lawmakers</u> to stop this. If enough consumers speak up, companies and legislators will take notice.<br/><br/><br/><h2 class= "text-heading">This Isn’t Just a Policy Issue—It’s Personal</h2><br/>You deserve to travel without fear that your movements are being logged, sold, and scrutinised by law enforcement. This isn’t about politics. It’s about privacy, consent, and basic digital rights.<br/><br/>Next time you book a flight, take a moment to think about where your data is going—and who might be watching. Read more

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