I see you, you see me: Mobile advertisements and privacy

A peer-reviewed paper on the methodology and impact of mobile advertisements, including potential remedies. The amount of data being vacuumed up by advertising, not just in webpages, but in ad libraries embedded in apps, is astounding.

“Indeed, there is evidence that ad data is being linked to other databases on individuals. Not only did our investigation find evidence that ads were being targeted based on user data outside the scope of what was provided by the ad libraries, Acxiom, a major data broker, claims to be able to target mobile ads based on the same individual lists that it makes available for other forms of marketing (Book and Wallach, 2015; Acxiom, 2015b). This means that they claim to have the ability to correlate mobile ad IDs with individual consumers — logically and physically.”

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