{"id":46575,"date":"2019-01-16T12:43:02","date_gmt":"2019-01-16T20:43:02","guid":{"rendered":"http:\/\/world.edu\/?p=46575"},"modified":"2019-01-16T12:43:02","modified_gmt":"2019-01-16T20:43:02","slug":"amazon-facebook-and-google-dont-need-to-spy-on-your-conversations-to-know-what-youre-talking-about","status":"publish","type":"post","link":"https:\/\/world.edu\/amazon-facebook-and-google-dont-need-to-spy-on-your-conversations-to-know-what-youre-talking-about\/","title":{"rendered":"Amazon, Facebook and Google don\u2019t need to spy on your conversations to know what you\u2019re talking about"},"content":{"rendered":"

\"\"
\nIf you\u2019ve ever wondered if your phone is spying on you, you\u2019re not alone. One of the most\u00a0hotly debated<\/a>\u00a0topics in technology today is the amount of data that firms surreptitiously gather about us online. You may well have shared the increasingly common experience of feeling creeped out by ads for something you recently discussed in a real life conversation or an online interaction.<\/p>\n

This kind of experience has\u00a0led to suggestions<\/a>\u00a0that tech firms are secretly\u00a0recording our private conversations<\/a>\u00a0via smartphones or other internet-connected devices such as smart TVs, Amazon Echo or Google Home. Or that they are reading our private messages even when they are supposedly encrypted,\u00a0as with Facebook\u2019s WhatsApp<\/a>. If this were proven to be true, it would reveal a huge conspiracy that could do untold damage to the tech industry \u2013 which makes it seem somewhat far-fetched. But recent revelations about the degree to which Facebook users\u2019 data\u00a0has been shared<\/a>\u00a0certainly won\u2019t help to convince people that the big firms aren\u2019t spying on them.<\/p>\n

Yet, there is another, more compelling reason for the incredibly relevant ads you see. Simply put, tech firms routinely gather\u00a0so much data<\/a>\u00a0about you in other ways, they already have an excellent idea what your interests, desires and habits might be. With this information they can build a\u00a0detailed profile of you<\/a>\u00a0and\u00a0use algorithms<\/a>\u00a0based on behavioural science and trends found elsewhere in their data, to predict what ads might be relevant to you. In this way they can show you products or services that you\u2019ve been thinking about recently, even if you\u2019ve never directly searched for or otherwise indicated online that you\u2019d be interested in them.<\/p>\n

Firms invest heavily in gathering user data and do so in a number of clever ways. Social networks and other apps offer to store and share our uploaded data for \u201cfree\u201d while using it, and the content we access and \u201clike\u201d, to learn about our\u00a0interests, desires and relationships<\/a>. And, of course, there is our search history, which can reveal so much about our current circumstances that Google data has even been used to\u00a0spot the start<\/a>\u00a0of flu epidemics.<\/p>\n

But it gets far creepier. Your personal email inbox is also fair game for tech firms. In 2017,\u00a0Google said<\/a>\u00a0it would no longer analyse email content for the purposes of advertising, but\u00a0recent reports<\/a>\u00a0suggest that other large firms still do this. New tech also provides\u00a0another data source<\/a>, be it\u00a0wearables<\/a>,\u00a0smart TVs<\/a>,\u00a0other in-home smart devices<\/a>\u00a0or the\u00a0smartphone<\/a>\u00a0apps<\/a>\u00a0that we have come to love. These can gather data on how you use your smart devices, who you contact, what you watch and for how long, other devices on your home network, or where you go.<\/p>\n

It\u2019s not just individual sites or devices that monitor your online behaviour. A\u00a0massive ecosystem<\/a>\u00a0of advertisers and supporting companies is dedicated to tracking your activity across the internet. Sites commonly record what pages you look at by saving a small file called a \u201ccookie\u201d to your browser. And your activity across different sites can be matched by looking at your\u00a0browser\u2019s \u201cfingerprint\u201d<\/a>, a profile made up of details such as your screen size, the version of the browser you\u2019re using and what plug-in tools you have downloaded to use with it. Then, when you visit another website, an ad firm that has built a profile of you based on your cookies and browser fingerprint can load a\u00a0\u201cthird-party script\u201d<\/a>\u00a0to display ads relevant to your profile.<\/p>\n

Perhaps even more alarmingly, this tracking does not stop at online data. Tech firms are known\u00a0to purchase data from financial organisations<\/a>\u00a0about user purchases in the real world to supplement their ad offerings. According to\u00a0some reports<\/a>, this includes information on income, types of places and restaurants frequented and even how many credit cards are present in their wallets. Opting out of this tracking and onward data sharing is incredibly difficult.<\/p>\n

Even where you ask to opt out of this data gathering, your request might not be respected. An example is the uproar caused when\u00a0it was discovered<\/a>\u00a0that Google tracks the location of Android users even when the location setting is turned off. Location data is one of the most useful for advertising and many firms, including Apple, Google and Facebook,\u00a0track the location of individuals<\/a>\u00a0to use as input into their bespoke algorithms.<\/p>\n

Putting the data together<\/strong><\/h4>\n

To sum up with a simple example, imagine you have just started to think about where to go for your next holiday. You spend the morning visiting travel agents to discuss the latest deals and then visit your favourite restaurant, a popular Caribbean food chain, in the city. Excited about your potential trip, later that night you watch mostly TV shows on the tropics. The next day, your social media feed contains flight, hotel and tour ads with deals to Barbados.<\/p>\n

This is a very real illustration of how data on your location, financial purchases, interests, and TV viewing history can be correlated and used to create personalised ads. While some might welcome holiday deals, it becomes much more worrying when we consider data gathering or ads targeting\u00a0sensitive health issues<\/a>, financial difficulties, or\u00a0vulnerable people such as children<\/a>.<\/p>\n

The future of digital advertising is set to be as scary as it is intriguing. Even\u00a0with new laws<\/a>that try to protect people\u2019s information, tech firms are constantly looking to push the boundaries of\u00a0data gathering<\/a>\u00a0and\u00a0algorithm design<\/a>\u00a0in ways that can feel invasive. It may yet be proven that some firms aren\u2019t being honest with us about all the data they collect, but the stuff we know about is more than enough to build an alarmingly accurate picture of us.<\/p>\n

Author Bio:<\/strong> Jason Nurse is an Assistant Professor in Cyber Security at the University of Kent<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

If you\u2019ve ever wondered if your phone is spying on you, you\u2019re not alone. One of the most\u00a0hotly debated\u00a0topics in technology today is the amount of data that firms surreptitiously gather about us online. You may well have shared the increasingly common experience of feeling creeped out by ads for something you recently discussed in […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":46577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[95],"tags":[269061],"coauthors":[11733],"class_list":["post-46575","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","tag-personal-data"],"acf":[],"yoast_head":"\nAmazon, Facebook and Google don\u2019t need to spy on your conversations to know what you\u2019re talking about - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/amazon-facebook-and-google-dont-need-to-spy-on-your-conversations-to-know-what-youre-talking-about\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Amazon, Facebook and Google don\u2019t need to spy on your conversations to know what you\u2019re talking about - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"If you\u2019ve ever wondered if your phone is spying on you, you\u2019re not alone. 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