Mobile Ad Tracking: How it Works & What You Can Do

TL;DR

Yes, your regular cell phone use is tracked for targeted ads. This happens through advertising IDs (like AAID on Android and IDFA on iOS), location data, app usage, and more. You can limit this tracking by resetting these IDs, adjusting privacy settings, using a VPN, and being mindful of app permissions.

Understanding Mobile Ad Tracking

Targeted ads aren’t magic; they rely on collecting information about you. Here’s how:

• Advertising IDs: These are unique numbers assigned to your device by Android (AAID) and iOS (IDFA). They act like cookies for mobile apps, allowing advertisers to track your activity across different apps.
• Location Data: Apps often request access to your location. Even if an app doesn’t *need* precise location, it can still gather approximate location data.
• App Usage: Tracking which apps you use and how often provides insights into your interests.
• Web Browsing (in-app): If you browse the web within an app, that activity can also be tracked.

How to Monitor & Limit Tracking

Here’s a step-by-step guide:

1. Reset Your Advertising ID

1. Android:
   • Go to Settings > Google > Ads.
   • Tap Reset advertising ID.
   • You can also enable ‘Opt out of Ads Personalization’.
2. iOS:
   • Go to Settings > Privacy > Tracking.
   • Toggle off Allow apps to request to track across apps and websites. This is the main switch for App Tracking Transparency (ATT).
   • To reset IDFA: Go to Settings > Privacy > Apple Advertising, then tap Reset Advertising Identifier.

2. Review App Permissions

1. Android & iOS: Regularly check which apps have access to your location, microphone, camera, contacts, etc.
   • Android: Settings > Privacy > Permission manager
   • iOS: Settings > scroll down to each app individually.
2. Revoke permissions from apps that don’t genuinely need them. Be cautious; some apps won’t function correctly without necessary permissions.

3. Limit Location Services

1. Android: Settings > Location. Consider using ‘Approximate location’ instead of ‘Precise location’. You can also restrict location access to only when the app is in use.
2. iOS: Settings > Privacy & Security > Location Services. Choose ‘While Using the App’ or ‘Never’ for apps that don’t require constant location tracking.

4. Use a VPN

A Virtual Private Network (VPN) encrypts your internet connection and masks your IP address, making it harder to track your online activity.

5. Privacy-Focused Browsers & Search Engines

Consider using browsers like DuckDuckGo or Brave, which block trackers by default. Use a privacy-focused search engine like DuckDuckGo instead of Google.

6. Network Level Ad Blocking (Advanced)

Tools like Pi-hole can block ads and tracking at the network level for all devices on your Wi-Fi network. This requires some technical setup, but it’s very effective.

7. Check App Privacy Reports (iOS 14.5+)

1. Go to Settings > scroll down to each app individually.
2. Tap Privacy Report (if available). This shows which domains the app is contacting and how often, giving you insight into potential tracking activity.