Who’s Influencing You?

How Data Brokers Shape Opinions in Harmful Ways

In the digital age, the danger lies not just in being watched—it’s in being influenced. The personal information we willingly or unknowingly share with data brokers isn’t only being used in selling us products; it’s shaping our thoughts, behaviors, and even our political views. This invisible manipulation is far more profound than the targeted ads that show up on social media. It’s about steering decisions in ways we wouldn’t have considered if we had unbiased information.

While targeted advertising has existed for decades, influencing people to buy products that may not be in their best interest—like tobacco and alcohol—today’s information brokers are operating on a much grander scale. By using personal data, these entities can manipulate opinions, pushing people to make life-altering choices they might not otherwise make. From nudging voters toward candidates they would never have otherwise supported, to encouraging them to back harmful policies, the subtle power of this influence is undeniable.

The way they target voters during election cycles is a powerful example. Modern political campaigns use data collected from browsing habits, social media likes, and even location tracking to create highly personalized messages. These messages elicit powerful emotional responses by design, preying on fears or biases, and can cause voters to support candidates who may not be the best for their community or country. This manipulation undermines the democratic process, as voters are not making informed decisions based on objective facts, but on highly curated, emotionally charged, and perfectly targeted propaganda. This is comparable to the cigarette ads of old—persuading people to embrace something that may ultimately harm them.

Beyond politics, lifestyle choices are also being shaped in concerning ways. Just as tobacco and alcohol were heavily marketed in the past, today we see data brokers subtly encouraging unhealthy behaviors, from consuming junk food to overusing prescription medications. By analyzing our vulnerabilities, weaknesses, preferences and online activities, advertisers know exactly how to present their products in a way that endorses our worst, most negative aspects in ways that feel irresistible, while rationalizing away the long-term consequences.

In a world where our every move is tracked, the most dangerous aspect of this surveillance is the erosion of personal autonomy. We’re no longer simply making our own decisions; we’re being guided down paths that benefit corporations and political agendas more than ourselves. The tools of influence—powered by vast amounts of personal data—are now so precise that they can sway us in ways we don’t even realize.

We can’t legislate away these problems overnight, but we can take individual action to minimize the reach of these powerful information brokers. By taking steps to reduce our online footprints, questioning the messaging we encounter, and understanding the mechanisms of influence, we can begin to reclaim control over our decisions. The first step is awareness—knowing how and why we’re being influenced, and recognizing that the stakes are much higher than just buying a product. The more aware we become, the more willing we become to sacrifice some convenience to limit the surveillance where we can.

In the end, it’s about protecting our personal integrity and autonomy in a world that is increasingly designed to erode them.