A key vulnerability of real-time bidding is that while only one advertiser wins the auction, all participants receive data about the person who would see their ad. As a result, anyone posing as an ad buyer can access a stream of sensitive data about billions of individuals a day. Data brokers have taken advantage of this vulnerability to harvest data at a staggering scale. For example, the FTC found that location data broker Mobilewalla collected data on over a billion people, with an estimated 60% sourced from RTB auctions. Leaked data from another location data broker, Gravy Analytics, referenced thousands of apps, including Microsoft apps, Candy Crush, Tinder, Grindr, MyFitnessPal, pregnancy trackers and religious-focused apps. When confronted, several of these apps’ developers said they had never heard of Gravy Analytics.
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