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Debbie Reynolds “The Data Diva” talks to Lawrence Gentilello, CEO and Founder of Optery, a company dedicated to removing personal data from online databases to enhance privacy and security for individuals and businesses. We discuss his career journey, beginning with his early work in the data industry at BlueKai, a firm specializing in collecting intent and purchase data for targeted advertising. He discusses how the industry evolved from simple ad personalization into a vast ecosystem where personal data is used in ways that can pose risks to individuals. His decision to launch Optery in 2020 was influenced by both his professional experience and a personal incident in which criminals used publicly available information to create fraudulent IDs in his and his wife’s names.
Debbie and Lawrence examine the hidden world of data brokers—companies that gather, package, and sell personal information without individuals’ direct knowledge or consent. Lawrence describes how these brokers operate across different sectors, from advertising and email prospecting to risk analytics and law enforcement databases. He highlights the difficulty individuals face in protecting their information, as the average person has around 100 exposed online profiles, making them vulnerable to identity theft, cyberattacks, and even physical security threats.

The discussion also covers emerging threats, including the rise of AI-native data brokers—companies that use artificial intelligence to automate the collection and sale of personal data at an even greater scale. Lawrence describes how these firms often operate without transparency and avoid legal disclosure, making it harder for individuals to track how their information is being used. He also references a recent incident involving the Russian ransomware gang Black Basta, where leaked internal communications revealed that cybercriminals were using data broker services like ZoomInfo and RocketReach to research and target victims.
Debbie and Lawrence explore the real-world consequences of unchecked data sharing, including phishing scams, cyberattacks, and even physical harm. They discuss how executives, government officials, and everyday individuals become targets due to the ease of accessing their personal data online. Lawrence explains how Optery’s services help address these risks through deep-crawling search technology, before-and-after screenshot verification, and automated monthly scans that continuously remove exposed information.
Lawrence outlines his vision for improving privacy protections. He advocates for a standardized set of privacy laws across the U.S., stronger enforcement against data brokers that fail to comply with regulations, and the inclusion of authorized agent provisions in all privacy laws to ensure individuals can get assistance in managing their data. Debbie emphasizes the importance of ongoing awareness and proactive steps to combat the risks associated with data brokers. This insightful discussion sheds light on the urgent need for privacy-focused solutions and stronger policies to protect individuals and their data.

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Debbie Reynolds Consulting, LLC