Privacy at stake! Popular apps like Angry Birds, Candy Crush revealing personal information about children: study
In the digital age, it is a famous saying that “data is the new oil”, because when it is processed, analyzed and used effectively, it has much greater value. However, privacy takes a major hit while using the internet with every click and tap.
The ad tech industry, an amalgamation of advertising and technology, is awash with data points. Among these, the prey of advertising companies and tech giants are children, according to the latest study, News 18 reported.
Study on more than 1000 child-centric apps
Recently, Pixalate, a California-based ad fraud protection, privacy and compliance company, conducted a study of more than 1,000 child-centric apps, including educational and gaming apps. The study found that the Most apps downloaded from the Google Play Store and other similar app stores transfer children’s data to advertising companies.
Personal Information Shared with Advertisers
Popular apps for kids on the Play Store include game apps such as Angry Birds and Candy Crush. Other apps include educational apps like math problems, coloring, shape identification, and more. All of these applications store information such as general locations, Internet Protocol (IP) addresses, and other identifying data, and then share it with businesses that can anticipate and analyze their area of interest, making it their basis for targeted advertising.
The Pixalate study is built around the principles of the Children’s Online Privacy Protection Act (COPPA), which was passed by Congress in 1998 and aims to protect the privacy of children online.
The study revealed that 8% of all apps on the Apple Store and 7% of all apps on the Google Play Store are apps aimed at children. Among them, around 42% of apps are more likely to share personal information with advertisers.
Additionally, according to the study’s statistics, “programmatic advertisers” spend 3.1 times more per app on children’s apps compared to consumer apps.
Apple and Google have dismissed the claims
However, The Washington Post reported that Apple and Google rejected claims that the privacy of children on their app stores was at stake. Apple said Pixalate had a conflict of interest with its organization, while Google called the research methodology “too broad”.
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