Today, smartphone are powerful tools for many companies to gather user-related data, analyze it, and work on it to present the individual with his/her preference based ads or news feeds. Based on your phone’s GPS location, which is basically used by the user for directions, enterprises can decide what one may or may not prefer.
The term, “Targeted advertising,” is not something created recently, its been going on since ages, of course now with much advancements in the big data and artificial intelligence technology, enterprises are deducting new meaning from it. Based on user’s day-to-day habits or routines, and choices enterprises can flood targeted ads on user’s screen, making a lot of money, further they need this information, to train their data mining engines which incorporate machine learning and deep learning technologies optimized by AI to learn.
A phone basically tracks the user and shares the data with unknown 3rd parties, because it has been permitted to do so. Data sharing policies are often quite complex and buried deep within thousands of pages of privacy terms and policies. Without a user’s permission, a phone is not allowed to collect or share data with anyone.
To stop these tracking and behavior analysis, an individual can tweak certain settings on their phone, like Change phone’s location settings; Limit ad tracking; Stop Google’s tracking services; Use a private browser; Check privacy controls of online accounts; Opt out of ads; Check virtual assistant settings and controls; and Control app permissions.