❝…In an interview with the CEO of “a big data intelligence company” called Dstillery…The CEO told public radio program Marketplace something astounding: his company had sucked up the mobile device ID’s from the phones of Iowa caucus-goers to match them with their online profiles.
“We watched each of the caucus locations for each party and we collected mobile device ID’s,” Dstillery CEO Tom Phillips said. “It’s a combination of data from the phone and data from other digital devices…”
❝What really happened is that Dstillery gets information from people’s phones via ad networks. When you open an app or look at a browser page, there’s a very fast auction that happens where different advertisers bid to get to show you an ad. Their bid is based on how valuable they think you are, and to decide that, your phone sends them information about you, including, in many cases, an identifying code (that they’ve built a profile around) and your location information, down to your latitude and longitude.
Yes, for the vast majority of people, ad networks are doing far more information collection about them than the NSA – but they don’t explicitly link it to their names…
❝So on the night of the Iowa caucus, Dstillery flagged all the auctions that took place on phones in latitudes and longitudes near caucus locations. It wound up spotting 16,000 devices on caucus night, as those people had granted location privileges to the apps or devices that served them ads. It captured those mobile ID’s and then looked up the characteristics associated with those IDs in order to make observations about the kind of people that went to Republican caucus locations (young parents) versus Democrat caucus locations. It drilled down farther (e.g., ‘people who like NASCAR voted for Trump and Clinton’) by looking at which candidate won at a particular caucus location…
❝One thing that isn’t in the data is personal identifiable information. The data and system are completely anonymous. We have no idea, for example, what your name is. All we see are behaviors and everything we do is based on analyzing those behaviors writ-large…
I guess that makes me feel a little better. Erm.
❝Dstillery: This application is an extension of what we do every day in our core business. Our entire mission as a company is to find the right consumer at the right time with the right message. We had to do some special setup and analysis due to the caucus dynamics, but this sort of experiment – seeing things in the data that no one else has before – is our bread and butter.
Warms the cockles of your heart, right? American entrepreneurs showing the way for the NSA.
If you’re using an iPad or iPhone, iOS operating system, go to SETTINGS > PRIVACY > ADVERTISING > turn on LIMIT AD TRACKING if it’s off.
Every little bit helps. We dump all cookies every day to start the day. We have location tracking turned off for just about everything – and specify that it’s on only when the app is in use. Only apps like MAPS, WEATHER.