I think the term "data broker" is getting slightly abused. Using Google Analytics or a Facebook pixel is almost mandatory for understanding how your site is use

I think the term "data broker" is getting slightly abused. Using Google Analytics or a Facebook pixel is almost mandatory for understanding how your site is used. Especially if you don't have a super sophisticated marketing team who can be more bespoke about it. They also mention tools like Hotjar which is usually used for those little popup surveys. Companies that share data with brokers usually do it via backend processes that would not be visible from a network inspector.