Digital exhaust is data on the Internet about you. This information is generated through a combination of data you create and data that others create about you. These data are exploitable, meaning they can be used by third parties to identify, target, and track you.
The term “digital exhaust” started as a simple comparison: just like your car produces fumes while getting you from point A to point B, your online activity creates data trails while you’re browsing websites, checking apps, or streaming videos. You’re not trying to create this data, it just happens automatically in the background.
But that’s all changed. Today, your digital exhaust has become one of the most valuable commodities on the internet and one of the biggest threats to your privacy. What was once considered worthless background noise is now being used to build detailed profiles of who you are, what you want, and what you’ll do next.
Once you understand what’s being collected and how it’s being used, you can take concrete steps to protect yourself. In this guide, we’ll show you exactly what digital exhaust is, how companies are using it to track you, and—most importantly—what you can do about it using strategies recommended by the FBI itself.
- The Background Information Being Collected About You
- Digital Exhaust in the AI Era
- The FBI’s Tips for Reducing the Data You Inadvertently Share
- Taking Control of Your Digital Footprint
The Background Information Being Collected About You
Companies use a whole toolkit of methods to gather your data—some you might expect, and others that happen completely behind the scenes. Let’s break down how they’re tracking you.
What Your Web Browser Tells On You
Every time you browse the web, your browser is sharing information about you. It’s collecting different types of data, like what kind of device you’re using, your IP address, where you’ve been online, even how you move your mouse around the screen. Companies can also see which social media accounts you’re logged into at any given moment.
This is how online ads seem to follow you around the internet. Companies track what you look at across completely different websites to figure out what you like.
Your Phone Is a Tracking Machine
Your web browser isn’t the only one sharing your data. Your smartphone is packed with sensors constantly creating data about you:
- Where you go: Your phone pinpoints your location using GPS, Bluetooth, nearby Wi-Fi networks, and cell towers. iPhones even keep a history of places you visit regularly—noting how often you go there and what times you typically show up.
- Who you know: Many apps are designed to upload your entire contact list to their servers. They use this to suggest connections and fine-tune the ads they show you.
- Where you take photos: Every picture you snap contains hidden EXIF data—including the exact GPS coordinates of where you took it, along with camera settings like shutter speed.
- Your voice: When you talk to Google Assistant or Alexa, those recordings get saved. Companies use them to improve accuracy, but they’re also building a profile of you.
- Your face: Platforms like Facebook analyze the pixels in your photos and videos to create a unique “facial template” of you. Then they use it to recognize you in other people’s photos across the entire platform.
The Data Brokers You’ve Never Heard Of
Here’s where it gets really interesting—and a bit creepy. Much of the data collection happens completely out of sight through companies called data brokers.
These companies gather information from online stores, loyalty programs, warranty cards, and even local government records. Then they package it all up and sell it to marketers or “people search” websites—those sites where anyone can type in your name and find your address, relatives, past addresses, and sometimes even criminal records.
If you want to learn more about how data brokers work (and you absolutely should), we have several resources on them:
- Data Privacy in a World of Data Brokers
- Nobody’s Tracking Data Brokers
- The Scary Truth About the Data Broker Industry
- DuckDuckGo’s Privacy Battle Against Data Brokers
You can also use our personal data scan tool to see what information about you is already out there.
Following Your Money and Your Home
- Banks and credit card companies share your transaction history, what you buy, and your creditworthiness with their partners and affiliates for marketing.
- Real estate websites collect and display photos of your house (inside and out), how much you paid for it, historical sales data, and tax information—all publicly searchable.
Think of this way: Imagine walking through a snowy park; every step you take leaves a footprint. Online platforms are like a sophisticated surveillance system that not only records every footprint you leave but also analyzes the brand of your boots, the weight of your stride, and who you were walking with, eventually using those “footprints” to draw a perfect map of your entire life.
Digital Exhaust in the AI Era
Today, data exhaust is the fuel powering the entire AI industry and it’s creating some serious privacy and security concerns. What was once just helpful for fixing technical problems is now what experts call a “permanent fossil record” of how we think and behave online.
How the Good Guys Use It
Cybersecurity professionals actually rely on digital exhaust to protect us. They analyze things like how you move your mouse, scroll through pages, and use apps to build a picture of what “normal” looks like on a system. That way, they can spot when something’s off, like a hacker trying to break in.
Some companies are even using AI to watch these massive streams of data in real-time. Take Darktrace, for example—they use your digital exhaust to catch suspicious activity way faster than old-school security systems could. They’re looking for tiny, weird patterns that might mean someone’s trying to sneak in.
But Here’s Where It Gets Scary
The bad guys have figured out how powerful this data is too, and they’re using AI to make it even more dangerous:
- Super-targeted scams: Hackers now use AI to scrape the web for your metadata and behavioral patterns. They build detailed profiles of employees at companies, then use that information to create incredibly convincing AI phishing emails and scams.
- You can’t really hide anymore: Remember when you could “anonymize” your data by removing your name? That doesn’t really work anymore. AI can now re-identify people from supposedly anonymous data with 99.98% accuracy by connecting dots across different datasets.
- Your browser extensions are watching: Those handy AI browser assistants are pretty helpful, but some of them are collecting sensitive information (like your online banking details or medical records) and sending it to third-party servers.
Think of it this way: If digital exhaust was once considered the smoke trailing behind a car—useless and dissipating—it is now viewed as the asphalt of the road itself. It is the very material that allows the “vehicles” of AI to move, but it also leaves a permanent, traceable path that can be mapped by anyone with a powerful enough telescope.
The Law Is Starting to Catch Up
Governments are finally paying attention. In 2025, the EU rolled out major new regulations (the “Digital Omnibus” and “AI Omnibus”) that try to set rules around when data can actually be considered anonymous and when companies can legally use your digital exhaust to train AI.
It’s a start, but the technology is moving faster than the laws.
Now that you know what you’re up against, let’s discuss what you can do about it.
The FBI’s Tips for Reducing the Data You Inadvertently Share
In 2020, the FBI published a guide for law enforcement officers and their families on how to reduce digital exhaust and protect their privacy. This document was eventually leaked online, so now anyone—not just government agents—can use it to protect their personal data.
The key to staying safe is to tackle these steps in order. It’ll give you the best results and make sure you’re not wasting effort.
Step 1: Lock Down Your Browser
- Add privacy extensions such as Protect My Choices to opt out of those creepy personalized ads. Then add Ghostery to block tracking ads completely. Privacy Badger stops invisible trackers you didn’t even know were there.
- After you’ve set everything up, use free tools like Webkay (“What Every Browser Knows About You”) or Cover Your Tracks (previously Panopticlick) from the Electronic Frontier Foundation to see if your data is still leaking out.
- Get in the habit of clearing your browsing history regularly, and adjust your settings to block third-party cookies.
Step 2: Take Control of Your Phone
- Both Android and iPhone give you an advertising identifier that follows you around. Reset it periodically to break that connection.
- Turn off location history and stop apps from uploading your entire contact list.
- Before you post photos online, remove the EXIF data. Otherwise, you might be broadcasting the exact GPS coordinates of where you took that picture. Here’s a guide on how to find and delete photo metadata.
Step 3: Secure Your Communications
- Create different disposable email addresses for different accounts. That way, if one gets hacked, your whole digital life doesn’t come crashing down. Or use temporary email addresses for services you won’t need access to later (like when you want to download a free e-book and they ask for your email address).
- Your actual phone number is a huge security weak spot. Use a forwarding service like Google Voice or MySudo instead, and set up a security PIN with your carrier to prevent SIM-swapping attacks.
- Use a separate email just for Facebook, don’t connect your phone number, and turn off facial recognition. On LinkedIn, watch out for fake profiles—they often use professional model photos and have suspiciously incomplete information.
Step 4: Escape the Data Brokers
This is where it gets tedious, but it’s important:
- You need to opt out of the major data brokers first—companies like Acxiom, Oracle, and Experian. If you only remove yourself from people-search sites without hitting these “root” brokers, your information will just pop back up like a weed. You can use a service like Incogni to facilitate this process. Basically, you pay Incogni a fee and the service will remove your data from major data brokers.
- Individually request removal from sites like BeenVerified, Whitepages, and Spokeo. They’ll likely ask for proof of identity—it’s fine to provide it, but black out your photo and ID number before sending anything.
Step 5: Protect Your Home and Finances
- Contact real estate sites like Zillow or Redfin and ask them to remove photos of your house. You can also request that Google Street View or Bing blur your home.
- Regularly delete the voice recordings stored by Alexa or Google Assistant. And disable “Voice Purchasing.” You don’t want someone ordering stuff with your voice.
- Never send your SSN by email or text. Offer alternatives like a passport or driver’s license when you can, and shred any mail with personal details. You can also use paid tools like LifeLock to help protect against identity theft.
This isn’t a one-and-done process. Think of it as regular maintenance, like changing your oil or going to the dentist. Set a reminder to revisit these steps every few months, because data brokers are persistent, and new tracking methods pop up all the time.
Taking Control of Your Digital Footprint
Digital exhaust isn’t going away. As long as you’re online browsing websites, using apps, and asking questions to AI assistants, you’re creating data trails. As AI technology continues to advance, that data is only becoming more valuable and more revealing.
However, you don’t have to be completely powerless in this equation.
Yes, the tools for collecting and analyzing your data are sophisticated. Yes, it takes ongoing effort to manage your digital exhaust. And yes, the technology is moving faster than regulations can keep up. But every step you take to reduce your data trail matters. It all adds up.
The digital world isn’t going to become more private on its own. But with the right knowledge and the right tools, you can significantly reduce the amount of exhaust you leave behind—and take back control over your personal information.
