Overall, Optery’s removal is significantly faster, with all removals occurring within the first 32 hours of the subscription. While Incogni removed 72.2% records in the first 32 hours, and Kanary only removed 19.2% of record within the first 32 hours.[7/8]

The four removal services are relatively ineffective, with an average removal success rate of 48.2%. Incogni is the best performer at 76.6%, while Kanary is the worst at 23.4%. [6/8]

The service’s record retrieval accuracy is only 41.1%. This indicates that many removed records do not actually belong to the subscribed users. Thus, this would not reduce the risk of PII exposure for the paid subscription users, and lead users to wrongly believe their data has been removed. [5/8]

However, the four PII removal services show significant variation in record discovery performance. Kanary performs the worst — it covers 317 brokers, yet it only discovers an average of 14.6 records per user. [4/8]

Under the CCPA and GDPR laws, data brokers are required to register with local government authorities to ensure operational transparency. However, we found that 71.1% of data brokers are not registered, highlighting the current lack of regulation. [3/8]

The Jaccard similarity of data brokers between services (right figure) also confirms this, with an average Jaccard similarity of only 0.21. [2/8]