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Lead DevelopmentFACT · 4/5•5 Aug '26•Via https://martech.org/feed/

Research: MarTech Vendors De-Anonymize and Sell Intent Data

Independent research by Clark Barron of Blackout reports that many marketing software vendors collect more customer data than required, use evasive code to hide tracking during audits, de-anonymize website visitors, and aggregate customer CRM and internal data into commercial products that may be sold back to competitors. The analysis covered over 700 vendors and used browser code, JavaScript, network traffic and application behavior to compare vendor claims with actual behavior. Experts cited include Chris Penn of Trust Insights. The article also highlights risks from AI connectors such as the Model Context Protocol (MCP) and notes a recent HubSpot controversy where changes to data-enrichment terms were reversed after customer backlash.

•Researcher Clark Barron (founder of Blackout) analyzed browser code, JavaScript, network traffic and application behavior to compare vendor claims with actual behavior.
•Barron says he analyzed over 700 vendors and found widespread de-anonymization and data collection in marketing software.
•Barron discovered tracking code that switched behavior when it detected automated analysis or compliance auditing, effectively hiding tracking from inspectors.

Entities:HubSpot SEMrush

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