Consumers can take steps to limit the amount of personal data collected by online aggregators, according to cybersecurity expert Olga Sviridova. While the idea of being constantly monitored might seem paranoid, the reality is that various methods are used to gather information about users’ online behavior and preferences.
Sviridova explained that smartphones and other devices collect a wealth of information, which is then shared with advertising services. This data collection doesn’t necessarily involve eavesdropping on conversations. Instead, it relies on various techniques to build a profile of individual users and their interests.
Mobile applications are significant collectors of user data. They gather technical information like device model, battery level, and location, as well as unique identifiers like IDFA (iOS) and AAID (Android). These identifiers are used by advertisers to track users across different platforms and deliver personalized ads. Even seemingly harmless games can collect substantial data and identify users as specific individuals.
Cookies and browser fingerprints are also used to track online activity. Cookies track items in shopping carts, browsing history, and engagement with online content. Browser fingerprints gather information about devices, installed applications, and even battery levels to create a detailed user profile. This data is then correlated with data from other similar users to predict preferences.
Behavioral analysis plays a key role in understanding user interests. By monitoring online actions, such as watching videos, algorithms can identify patterns and suggest similar content. This “look-alike” method allows marketers to target users with ads based on the preferences of others with similar profiles.
Wi-Fi networks can also be used to track location. Devices constantly search for available networks, and if hidden MAC addresses are not used, services can pinpoint user locations. This information can be used to deliver location-based advertising and even infer relationships between individuals who spend time together in the same location.
Even without direct participation, friends can inadvertently share information about others. Social media tags, shared links, and other interactions contribute to the overall data profile. All these actions leak data, allowing algorithms to learn about individual preferences and connections without the need for eavesdropping.
To protect privacy, users can adjust privacy settings on their devices and browsers. This includes reviewing app permissions for accessing photos, location, and other data. Disabling contextual advertising in smartphone settings and enabling tracking protection in browsers can also help. In Chrome, users can block third-party cookies in the privacy settings.
Hiding the MAC address on smartphones can further limit location tracking. Both iOS and Android devices offer settings to generate a new MAC address each time the device connects to a network, making it harder for advertising companies to track location.
Sviridova advises against panicking, acknowledging that some data collection is inevitable when using the internet. She recommends following basic privacy recommendations to mitigate risks and enjoy the benefits of online services.