A recent survey revealed that 90% of apps on Google Play and Apple share data of the consumers with their parent Alphabet. Information based on age, gender and information on the customer on other apps has had widespread distribution without the knowledge of the consumer.
Useful but against consumers rights to privacy customers can easily search people via their phone number or email address. Much of the user data has been used for targeted advertising and credit scoring.
Developers have been tracking the users who uninstall apps where their customers have been bombarded with consumer ads. Some of these apps will remain in a users iCloud. Older apps do not get erased completely but backed up in Apples well-known cloud storage.
This epidemic relates to the Cambridge Analytica related to unauthorised data usage gained scandal during the 2016 election. 87 million users’ data was obtained by this political firm alleged to fabricate the results in the 2016 US presidential election.
Google and Apple has stringent guidelines in place handling data from a third party according to a Google spokesperson
“If an app violates our policies, we take action,”
“Across Google and in Google Play we have clear policies and guidelines for how developers and third-party apps can handle data and we require developers to be transparent and ask for user permission. If an app violates our policies, we take action.”
Revenues from online advertising reach $59bn per year in the US. Facebook has the highest number of users worldwide, Nearly 43% of the apps shared their data with Facebook along with Microsoft, Amazon and Verizon.
Some of the data sharing complies with Apple to share crash reports with developers for diagnosis and campaigner Frederike Kaltheuner from Privacy International says it is difficult for users to precisely understand where their data is being stored and distributed.
We can be safe under new GDPR regulations in effect across the EU, to ensure that companies has the fullest consent by the user before advertising and marketing direct is taken into consideration.