The Secret Tracking of Advertisers: Exposing Their Unseen Surveillance

Experts warn that advertisers are tracking your every move, even in places you thought were off-limits

Many people assume that certain locations, such as medical clinics, therapist offices, addiction treatment centers, and places of worship, are off-limits for tech companies to gather personal data. However, a Northeastern University cybersecurity expert, Christo Wilson, warns that this is not the case.

How do companies track your location?

According to Wilson, companies primarily track location through apps and online advertising. Apps request access to location sensors, and historically, users gave permission to access location information even when the app was not in use. While Android and iOS have tightened controls, many users still have numerous apps with permission to use location, and the location could be provided to third parties without their knowledge. Online advertising involves real-time bidding, where a user’s browser contacts an ad exchange, which sends the user’s unique ID and location data to solicit bids from companies to display an ad.

What rules and regulations are in place?

Wilson states that there are virtually no rules or regulations regarding location privacy at the federal level. While there are some data privacy rules for children under 13 and HIPAA for healthcare providers, there is no federal-level data privacy law. At best, companies have policies in place that restrict the use of specific locations, but enforcement is lax. Wilson believes that known violations of these policies mostly result in “butt-covering” rather than proactive enforcement.

Why is sensitive data allowed to be used, and how do companies profit from it?

Wilson believes that companies that collect and sell location data often do not know the specific locations from which the data comes. Furthermore, their policies prohibiting the use of sensitive locations are often vague and loosely enforced. While companies claim that the data is anonymous, it typically includes a unique identifier that allows them to track individuals over time. As a result, companies can use location data for competitive intelligence and targeted advertising, making it valuable data.

Should people be concerned?

Wilson believes people have good reason to be concerned. The ways that location data may be used for discriminatory purposes are unknown, and users’ data may be leaked for tracking purposes without their knowledge. For example, some anti-abortion groups have used location data from Planned Parenthood clinics to target online content to visitors, which poses a significant threat to privacy.

How can users prevent location data from being shared?

Preventing location data from being shared is challenging, but users can uninstall apps they do not need or change app settings to permit location use only when the app is active. Users should also have multiple ad-blockers in their browser as ad contacts with third parties for tracking leaks location data.

Editorial

The reality of location tracking and data collection should concern users, especially its potential misuse for discriminatory purposes. As the internet of things continues to expand, it is crucial that companies understand and respect their customers’ privacy rights. It is time for lawmakers to develop comprehensive regulations to ensure the protection of users’ location privacy. In the meantime, individuals must be proactive in managing the apps they install, their device settings, and their use of ad-blockers.

Advice

Users should be wary of location-tracking apps and adjust their app permissions to minimize location sharing when not required. Users should also consider using multiple ad-blockers in their browser to limit tracking by third parties. Regularly reviewing privacy policies and monitoring device settings can also help limit the sharing of personal data.