Advertisers are reportedly using popular apps like Candy Crush and Tinder to track user locations secretly. A new report by 404 Media reveals that advertisers bypass Apple’s App Tracking Transparency (ATT) system to collect sensitive data. They gather user information through Real-Time Bidding (RTB), sparking significant privacy concerns.
Apple’s Privacy Efforts Face Challenges
Apple introduced ATT with iOS 14 in 2020 to make app tracking an opt-in feature. This policy has reduced unauthorized data collection and cost companies like Facebook billions in advertising revenue. However, advertisers exploit the RTB system to gather data indirectly. Instead of embedding tracking codes within apps, they collect data based on how ads function in these apps, sidestepping privacy protections.
Gravy Analytics Plays a Central Role
The report identifies Gravy Analytics and its subsidiary Venntel as major players in this data collection scheme. These companies, which supply global location data to U.S. law enforcement, reportedly obtain their information through RTB. A hack of Gravy Analytics revealed that thousands of apps contributed to this unauthorized data collection.
Regulatory Measures Aim to Protect Users
Users can reduce risks by choosing privacy-focused apps or opting for ad-free versions, but these steps may not counter the scale of data harvesting. The Federal Trade Commission (FTC) has acted against similar practices, recently banning Mobilewalla from engaging in RTB activities. Advocates urge stronger regulations to prevent further exploitation of user data.
Privacy Advocates Demand Overhaul
Apple has reiterated its commitment to user privacy, calling it a core feature of its ecosystem. Critics argue that without significant reforms to the RTB ad infrastructure, users will continue to face data exploitation. The growing pressure from privacy advocates may eventually drive meaningful changes in the industry.
