‘Anonymous’ Smartphone Location Data Isn’t so Anonymous, Finds NYT Investigation [Fortune]
New York Times Company (The) (NYT)
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Source: Fortune
“Anonymous” location data collected by smartphone apps can easily be connected to individual users, a new investigation from the New York Times (nyt) found. NYT reviewed a database of 2017 information from a company that contained location data accurate to within yards and updated thousands of times a day. Using this data, the NYT was able to identify and contact a number of people whose information was anonymized. At least 75 companies receive precise location data from apps whose users enable location services, and several of those businesses claim to track up to 200 million U.S. mobile devices — about half of all in use last year. The data is analyzed and sold to advertisers seeking insights into consumer behavior. Sales of location-targeted advertising will reach an estimated $21 billion this year. Businesses say their interest is in the patterns, not the identities. But those with access to the raw data can still identify a person without their consent. L
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