A new study has uncovered the frequent improper use of mobile location data gathered through online advertising. Sensitive details from well-known applications like Tinder, Candy Crush, Call of Duty: Mobile, and Subway Surfers are said to have been collected and sold to firms such as Gravy Analytics, with a subsidiary that has previously provided location data to U.S. law enforcement. The results highlight significant weaknesses in real-time bidding (RTB) methods, which are intended for placing ads but have been misused for extensive data collection.
Data Collection Insights
Files obtained from Gravy Analytics show that information from thousands of apps on both Android and iOS platforms was gathered. A large portion of this data is believed to come from advertising networks, not directly from the app creators. Zach Edwards, a cybersecurity specialist, mentions that this collection happens “not via code integrated into the apps but from the online advertising bid stream.”
Privacy Concerns
One alarming discovery is that the data collected includes sensitive topics, such as religious apps, VPN services, and pregnancy tracking tools. This also involves apps like MyFitnessPal and My Period Calendar, which manage personal and health-related data. This data gathering frequently occurs without any awareness or approval from either app developers or users.
Gravy Analytics has outright rejected some allegations, placing the blame on its partners instead. Nevertheless, the investigation reveals how unscrupulous individuals and data brokers take advantage of the RTB system to access location information. This includes instances where data brokers obtained user locations through advertisements, even from apps that explicitly state they do not share such data.
The Need for Stricter Regulations
Experts caution that without more rigorous regulations, these practices could lead to significant privacy threats, as location information can be misused for surveillance or commercial purposes, endangering users’ privacy.
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