Although the name may already indicate what tracking is, data from a cell phone, it is always important to keep in mind what is at stake when our phones (and other devices) are being tracked. The use of this type of resource is closely associated with digital marketing, so that platforms can target advertising campaigns and advertisements for products and services. It is no coincidence that advertising is one of the most important sources of profit for social media such as Facebook, from sites like Google and from companies like Apple.

However, tracking is not limited to a tool that enables more accurate targeting of ads and publicity to target audiences. The data tracked from a person's cell phone may be of interest to a boss or supervisor at the company where they work, a jealous partner or a stalker and even governments or political groups that want to spy on citizens.

What is data tracking?

Cell phone data tracking involves collecting various types of information that identifies the device and the person or people using the device. This information includes the IP address, saved settings, geographic position (GPS), message content, web browsing history, and even the time the person spent on a particular website or application. This information is analyzed, processed, organized, and directed to various uses.

All procedures, from tracking to end use of data are carried out using Big Data tools and architecture. This information is often only collected after the device user accepts the request made by the platforms themselves (such as apps and websites) at the time of installation or access.

In the case of apps, for example, permission is requested to access media, camera, conversations, location, etc. Often, apps really need to access some content on the cell phone in order to perform their tasks. For example, when an app that edits and styles photos requests permission to access photo files. There is also the need for a transportation app to access the user's geographic position in order to send a driver to them. For other purposes, such as “essential” ad targeting, apps already start to inform who want to track the device precisely to optimize the type of advertising they will put on timeline of the user, which is not necessarily fundamental to the function for which the app was created.

Would you like a cookie?

In the case of websites, “cookies” are offered at the entrance, or rather, cookies. Cookies are tiny files that end up installed in the memory of devices, such as cell phones, and perform the function of storing information such as that mentioned above. Storage is generally done in the cloud, in spaces identified as being the accounts of each user on each platform.

The information collected by the Cookies They help identify each person and allow, for example, Facebook and other websites and platforms to not ask for a login and password every time a user arrives. Registration information that is filled in automatically is also the work of cookies. They are also what allow items and products searched for in an online store to suddenly appear on sale, while the person is browsing a social network or any other website.

Domain of personal data

Soon, we realized that companies that track data end up having information about the places a person has been, who they talk to, what kind of products they consume, what their political affinities are, what their musical tastes are, etc. This data identifies customs, trends and even the personality of an individual or group of individuals. In a scenario where there is a company like Google and its ecosystem, which has, to give you an idea, such a powerful search engine, an operating system like or android and a global mapping platform as or Maps, the volume of personal data circulating and the infinite possibilities for using this data are unimaginable.

If this issue were limited to, for example, not offering a type of product on the timeline to a social network user who would never buy that type of product, fine. However, we have seen that things may not be quite like that. Just remember the scandal of Cambridge Analytica and Facebook in 2018, one of the most significant cases of mass use of personal data for political and social manipulation.

Personal data is so important to technology and social media companies that a recent case we can mention is that of TikTok, apparently, looking for a way to cheat the new anti-tracking policy da Apple. In fact, Apple's own change in this regard, announced as a way to protect the privacy of its users, is seen by competitors as a kind of monopolization of the domain of personal data in the company's operating system.

Data leaks tracked

 

Another possible problem due to tracking is that the tracked private data can suddenly end up in the hands of cybercriminals. This is what happens when there are leaks like the one that occurred in 2020, victimizing more than 500 million Facebook users. We can also mention the leak of data from 500 million LinkedIn users, announced by hackers recently.

The issue of leaks is not limited the apps, social networks or company websites that collect information from devices. Although it has a slightly different reality from the data tracking we are talking about, it is not even government websites, where people fill out various forms for the most important needs, are free from this type of occurrence. As It was with Serasa  and the exposure of data from almost the entire population from Brazil. In other words, from the moment a person has their personal information online, from documents such as CPF to check-ins and geolocation data, they become a potential victim of virtual attacks or security breaches.

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