The Sunday Times reports that smart phone applications are tracking the locations of their users and transmitting the data to market research firms — often without the knowledge of the customer. Embedded in applications like Facebook and Twitter, the software can also transmit information about age and gender.
The ability to track individuals’ movements is increasingly seen as a lucrative way to target advertising….Although the information is anonymous, advertisers will pay high rates for the ability to show, for example, ads for a nearby restaurant to someone walking down a particular street, especially when coupled with data about the gender, age, finances and interests of the consumer.
Market research firms characterize the tracking code as “harmless,” but options to turn off tracking are becoming more readily available. Link to full story in The Sunday Times.
Comments on this entry are closed.