While most people are well aware of the general lack of privacy on the Internet, with everyone from Google to the NSA monitoring what is going on, Verizon seems to be taking it to a whole new level. Verizon Wireless customers received a notification that the company is enhancing their Relevant Mobile Advertising program. Sounds harmless enough, right? Most people likely just dismissed, or ignored the message completely.
If they had read on, however, they would have seen, “In addition to the customer information that’s currently part of the program, we will soon use an anonymous, unique identifier we create when you register on our websites.” And it goes on to say, “This identifier may allow an advertiser to use information they have about your visits to websites from your desktop computer to deliver marketing messages to mobile devices on our network.”
So, to put it simply, Verizon is going to be gathering data about your web browsing habits on both your mobile devices, and desktop browsing. That information will then be offered to their advertisers to help provide targeted advertisements directly to your mobile devices (think text messages).
But wait, there is more. Verizon already tracks your physical location (as do all cell phone companies) when your phone ‘pings’ their towers. With this information, they can track where you are located with quite a bit of accuracy. Verizon can now combine your physical location data with the data they will be gathering about your web browsing to provide ads.
Imagine, if you were researching what to have for dinner while on your home computer, and then went out to run some errands. If Verizon notices you’re near an Olive Garden, you might get a text inviting you in for dinner. Of course, this is just a theoretical example for now, but the technology is all in place for this type of marketing.
It is important to note that the information gathered is still anonymous, but by sending ads to your personal phone, it might not feel that way.
As businesses like Verizon continue to combine more and more data together about individuals, they will be able to track users much better. This will lead to higher conversion rates for businesses, and improved revenue streams for ad networks. Of course, many people will be uncomfortable with this level of information being available about them (even if it isn’t associated directly with their name).
