122 million people’s business contact info leaked by data broker

A data broker has confirmed a business contact information database containing 132.8 million records has been leaked online.

In February, 2024, a cybercriminal offered the records for sale on a data breach forum claiming the information came from pureincubation[.]com.

Pure Incubation was founded in 2012, and the company later rebranded to DemandScience. DemandScience describes itself as “a leading global B2B demand generation company accelerating global growth for clients.”

DemandScience says it specializes in lead generation, content marketing, and software development offering data intelligence and marketing solutions for B2B organizations. That’s a mouthful to describe a data broker that specializes in selling aggregated public data that other companies can use in their marketing campaigns.

When contacted by BleepingComputer about the leak, DemandScience responded by email:

“Regarding the matter referenced in your email, we have conducted a thorough internal investigation and conclude that none of our current operational systems were exploited. We also conclude that the leaked data originated from a system that has been decommissioned for approximately two years.”

It might not be a current system, but a third-party count of the data still showed around 122 million unique business email addresses. Although at some point when we all have switched jobs, it will become worthless. Maybe that’s why the cybercriminals offered to sell for $6,000.

That the company left a decommissioned system online for a criminal to find and plunder should be grounds for a hefty fine.

Despite DemandScience playing it down, the data is valuable. How else is it making money by gathering it from public records?

What can you do?

Any business that meets the definition of data broker must register with the California Privacy Protection Agency (CPPA) annually. The CPPA defines data brokers as businesses that consumers don’t directly interact with, but that buy and sell information about consumers from and to other businesses.

This is good news, because it offers Californians a sort of opt-out opportunity, by filling out this form: https://demandscience.com/privacy-policy-ccpa/

You can check whether your email address was included in this data breach by using Malwarebytes’ free Digital Footprint scan. Fill in the email address you’re curious about and we’ll give you a free report.

This leak also shows how important it can be to have your data removed from data brokers sites like these. To help you, Malwarebytes offers a Personal Data Remover service (US only) that can delete your information from search results, spam lists, people search sites, data brokers, and more.

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