What's your data worth on the dark web?

Twenty years ago, a British mathematician named Clive Humby popularized a phrase that came to describe data’s relationship with the entire global economy: “Data is the new oil.”

Pithy as the phrase sounds, it is undeniably true.

Data steers decisions at businesses of every size. Data created entirely new industries built around its capture. And, for a select number of companies, data has produced billions—if not trillions—of dollars in value.

So how is it that, on the dark web, your stolen identity can be purchased for just 95 cents?

That’s what a Malwarebytes researcher found last month after spending 48 hours inside the dark web to investigate cybercrime. Across a variety of forums and directories, he found subscription plans for malware that steals information once implanted on a device. He found guides for deploying social engineering scams. He found people selling their services to build fake websites that trick people into handing over their usernames and passwords. And he found one of the dark web’s most traded commodities—personal data, packaged together about individual people, to help a cybercriminal commit identity fraud.

These packages are called “fullz.” For victims in the United States, a fullz contains a full name, Social Security Number, date of birth, address, and other personal details. That is enough, on its own, for a cybercriminal to potentially open a bogus line of credit, file a fake tax return, access financial accounts, or obtain medical services under someone else’s name.

As we wrote on Malwarebytes Labs:

“For less than the cost of a cup of coffee, a cybercriminal can buy enough information to devastate someone’s financial life.”

It’s the kind of risk that could scare anyone, especially considering the scale behind it. In just the first six months of 2026, Malwarebytes found more than 7,500 compromised data sets on the dark web containing more than 8.4 billion records.

And yet, even today, cybersecurity professionals still get ask why anyone should bother protecting their data.

The public, understandably, are exhausted. With data breaches happening every week—if not every day—caring about cybersecurity starts to feel pointless. With young people unable to build financial security, they start believing that they have nothing worth stealing. And with Big Tech already collecting our every movement, behavior, click, and concern, people understandably feel powerless to fight any kind of data abuse, corporate or criminal.

So today’s episode approaches the question from a different direction. This isn’t about why you should protect yourself—plenty of company websites will tell you that, and most of them rely on fear. This is about why hackers want your data in the first place.

Today, on the Lock and Code podcast, host David Ruiz explains how cybercriminals turn a single repeated password into account takeover, how a screenshot of your house from Google Maps became a tool in extortion emails, and why the most benign information about you—an address, an age, one public photo—is often the most useful data a stranger can buy.

Tune in today.

You can also find us on Apple Podcasts, Spotify, and whatever preferred podcast platform you use.

For all our cybersecurity coverage, visit Malwarebytes Labs at malwarebytes.com/blog.

Show notes and credits:

Intro Music: “Spellbound” by Kevin MacLeod (incompetech.com)

Licensed under Creative Commons: By Attribution 4.0 License

http://creativecommons.org/licenses/by/4.0/

Outro Music: “Good God” by Wowa (unminus.com)

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