No matter how many times I saw it, the sheer number of contests in which people and websites would ask for a CPF was astonishing.
For Americans, imagine if you were asked if you want to enter your Social Security Number at the supermarket, or when ordering online, or to sign up for a gym membership.
If you gave a made up number could they tell?
Which effectively meant any rego may as well be any / all those details. I’m sure there are plenty of other examples.
That said, yeah, the CPF can be used to do cross company identification, BI/AI/Data science and all sorts of optimizations in the marketing and can be used to scam you. But lets be honest here: Software industry in Brazil is mostly incompetent and largely lacking the expertise to make it happen. A few companies might do well using this data, but the cost is so high, for so little gain, it is completely laughable in comparison of what US companies just with your email and phone paired together.