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Data Privacy Week is here, and there’s no better time to shine a spotlight on one of the biggest players in the personal information economy: data brokers. These entities collect, buy, and sell hundreds—sometimes thousands—of data points on individuals like you. But how do they manage to gather so much information, and for what purpose? From your browsing habits and purchase history to your location data and even more intimate details, these digital middlemen piece together surprisingly comprehensive profiles. The real question is: where are they getting it all, and why is your personal data so valuable to them? Let’s unravel the mystery behind the data broker industry.
Data brokers aggregate user info from various sources on the internet. They collect, collate, package, and sometimes even analyze this data to create a holistic and coherent version of you online. This data then gets put up for sale to nearly anyone who’ll buy it. That can include marketers, private investigators, tech companies, and sometimes law enforcement as well. They’ll also sell to spammers and scammers. (Those bad actors need to get your contact info from somewhere — data brokers are one way to get that and more.)
And that list of potential buyers goes on, which includes but isn’t limited to:
These companies and social media platforms use your data to better understand target demographics and the content with which they interact. While the practice isn’t unethical in and of itself (personalizing user experiences and creating more convenient UIs are usually cited as the primary reasons for it), it does make your data vulnerable to malicious attacks targeted toward big-tech servers.
Most of your online activities are related. Devices like your phone, laptop, tablets, and even fitness watches are linked to each other. Moreover, you might use one email ID for various accounts and subscriptions. This online interconnectedness makes it easier for data brokers to create a cohesive user profile.
Mobile phone apps are the most common way for data brokerage firms to collect your data. You might have countless apps for various purposes, such as financial transactions, health and fitness, or social media.
A number of these apps usually fall under the umbrella of the same or subsidiary family of apps, all of which work toward collecting and supplying data to big tech platforms. Programs like Google’s AdSense make it easier for developers to monetize their apps in exchange for the user information they collect.
Data brokers also collect data points like your home address, full name, phone number, and date of birth. They have automated scraping tools to quickly collect relevant information from public records (think sales of real estate, marriages, divorces, voter registration, and so on).
Lastly, data brokers can gather data from other third parties that track your cookies or even place trackers or cookies on your browsers. Cookies are small data files that track your online activities when visiting different websites. They track your IP address and browsing history, which third parties can exploit. Cookies are also the reason you see personalized ads and products.
Data brokers collate your private information into one package and sell it to “people search” websites. As mentioned above, practically anyone can access these websites and purchase extensive consumer data, for groups of people and individuals alike.
Next, marketing and sales firms are some of data brokers’ biggest clients. These companies purchase massive data sets from data brokers to research your data profile. They have advanced algorithms to segregate users into various consumer groups and target you specifically. Their predictive algorithms can suggest personalized ads and products to generate higher lead generation and conversation percentages for their clients.
We tend to accept the terms and conditions that various apps ask us to accept without thinking twice or reading the fine print. You probably cannot proceed without letting the app track certain data or giving your personal information. To a certain extent, we trade some of our privacy for convenience. This becomes public information, and apps and data brokers collect, track, and use our data however they please while still complying with the law.
There is no comprehensive privacy law in the U.S. on a federal level. This allows data brokers to collect personal information and condense it into marketing insights. While not all methods of gathering private data are legal, it is difficult to track the activities of data brokers online (especially on the dark web). As technology advances, there are also easier ways to harvest and exploit data.
As of March 2024, 15 states in the U.S. have data privacy laws in place. That includes California, Virginia, Connecticut, Colorado, Utah, Iowa, Indiana, Tennessee, Oregon, Montana, Texas, Delaware, Florida, New Jersey, and New Hampshire.[i] The laws vary by state, yet generally, they grant rights to individuals around the collection, use, and disclosure of their personal data by businesses.
However, these laws make exceptions for certain types of data and certain types of collectors. In short, these laws aren’t absolute.
Some data brokers let you remove your information from their websites. There are also extensive guides available online that list the method by which you can opt-out of some of the biggest data brokering firms. For example, a guide by Griffin Boyce, the systems administrator at Harvard University’s Berkman Klein Center for Internet and Society, provides detailed information on how to opt-out of a long list of data broker companies.
Yet the list of data brokers is long. Cleaning up your personal data online can quickly eat up your time, as it requires you to reach out to multiple data brokers and opt-out.
Rather than removing yourself one by one from the host of data broker sites out there, you have a solid option: our Personal Data Cleanup.
Personal Data Cleanup scans data broker sites and shows you which ones are selling your personal info. It also provides guidance on how you can remove your data from those sites. And if you want to save time on manually removing that info, you have options. Our McAfee+ Advanced and Ultimate plans come with full-service Personal Data Cleanup, which sends requests to remove your data automatically.
If the thought of your personal info getting bought and sold in such a public way bothers you, our Personal Data Cleanup can put you back in charge of it.
[i] https://pro.bloomberglaw.com/insights/privacy/state-privacy-legislation-tracker/
The post How Data Brokers Sell Your Identity appeared first on McAfee Blog.
Private tech companies gather tremendous amounts of user data. These companies can afford to let you use social media platforms free of charge because it’s paid for by your data, attention, and time.
Big tech derives most of its profits by selling your attention to advertisers — a well-known business model. Various documentaries (like Netflix’s “The Social Dilemma”) have tried to get to the bottom of the complex algorithms that big tech companies employ to mine and analyze user data for the benefit of third-party advertisers.
Tech companies benefit from personal info by being able to provide personalized ads. When you click “yes” at the end of a terms and conditions agreement found on some web pages, you might be allowing the companies to collect the following data:
For someone unfamiliar with privacy issues, it is important to understand the extent of big tech’s tracking and data collection. After these companies collect data, all this info can be supplied to third-party businesses or used to improve user experience.
The problem with this is that big tech has blurred the line between collecting customer data and violating user privacy in some cases. While tracking what content you interact with can be justified under the garb of personalizing the content you see, big tech platforms have been known to go too far. Prominent social networks like Facebook and LinkedIn have faced legal trouble for accessing personal user data like private messages and saved photos.
The info you provide helps build an accurate character profile and turns it into knowledge that gives actionable insights to businesses. Private data usage can be classified into three cases: selling it to data brokers, using it to improve marketing, or enhancing customer experience.
To sell your info to data brokers
Along with big data, another industry has seen rapid growth: data brokers. Data brokers buy, analyze, and package your data. Companies that collect large amounts of data on their users stand to profit from this service. Selling data to brokers is an important revenue stream for big tech companies.
Advertisers and businesses benefit from increased info on their consumers, creating a high demand for your info. The problem here is that companies like Facebook and Alphabet (Google’s parent company) have been known to mine massive amounts of user data for the sake of their advertisers.
To personalize marketing efforts
Marketing can be highly personalized thanks to the availability of large amounts of consumer data. Tracking your response to marketing campaigns can help businesses alter or improve certain aspects of their campaign to drive better results.
The problem is that most AI-based algorithms are incapable of assessing when they should stop collecting or using your info. After a point, users run the risk of being constantly subjected to intrusive ads and other unconsented marketing campaigns that pop up frequently.
To cater to the customer experience
Analyzing consumer behavior through reviews, feedback, and recommendations can help improve customer experience. Businesses have access to various facets of data that can be analyzed to show them how to meet consumer demands. This might help improve any part of a consumer’s interaction with the company, from designing special offers and discounts to improving customer relationships.
For most social media platforms, the goal is to curate a personalized feed that appeals to users and allows them to spend more time on the app. When left unmonitored, the powerful algorithms behind these social media platforms can repeatedly subject you to the same kind of content from different creators.
Here are the big tech companies that collect and mine the most user data.
Users need a comprehensive data privacy solution to tackle the rampant, large-scale data mining carried out by big tech platforms. While targeted advertisements and easily found items are beneficial, many of these companies collect and mine user data through several channels simultaneously, exploiting them in several ways.
It’s important to ensure your personal info is protected. Protection solutions like McAfee’s Personal Data Cleanup feature can help. It scours the web for traces of your personal info and helps remove it for your online privacy.
McAfee+ provides antivirus software for all your digital devices and a secure VPN connection to avoid exposure to malicious third parties while browsing the internet. Our Identity Monitoring and personal data removal solutions further remove gaps in your devices’ security systems.
With our data protection and custom guidance (complete with a protection score for each platform and tips to keep you safer), you can be sure that your internet identity is protected.
The post What Personal Data Do Companies Track? appeared first on McAfee Blog.
There used to be a time when one roommate split the cost of rent with another by writing a check. Who still owns a checkbook these days? Of course, those days are nearly long gone, in large part thanks to “peer to peer” (P2P) mobile payment apps, like Venmo, Zelle, or Cash App. Now with a simple click on an app, you can transfer your friend money for brunch before you even leave the table. Yet for all their convenience, P2P mobile payment apps could cost you a couple of bucks or more if you’re not on the lookout for things like fraud. The good news is that there are some straightforward ways to protect yourself.
You likely have one of these apps on your phone already. If so, you’re among the many. It’s estimated that 49% of adults in the U.S. use mobile payment apps like these.
Yet with all those different apps come different policies and protections associated with them. So, if you ever get stuck with a bum charge, it may not always be so easy to get your money back.
With that, here are seven quick tips for using your P2P mobile payment apps safely.
In addition to securing your account with a strong password, go into your settings and set up your app to use a PIN code, facial ID, or fingerprint ID. (And make sure you’re locking your phone the same way too.) This provides an additional layer of protection in the event your phone is stolen or lost and someone, other than you, tries to make a payment with it.
What’s worse than sending money to the wrong person? When paying a friend for the first time, have them make a payment request for you. This way, you can be sure that you’re sending money to the right person. With the freedom to create account names however one likes, a small typo can end up as a donation to a complete stranger. To top it off, that money could be gone for good!
Another option is to make a test payment. Sending a small amount to that new account lets both of you know that the routing is right and that a full payment can be made with confidence.
Bye, bye, bye! Unlike some other payment methods, new mobile payment apps don’t have a way to dispute a charge, cancel a payment, or otherwise use some sort of recall or retrieval feature. If anything, this reinforces the thought above—be sure that you’re absolutely making the payment to the right person.
Credit cards offer a couple of clear advantages over debit cards when using them in association with mobile payment apps (and online shopping for that matter too). Essentially, they can protect you better from fraud:
Report any activity like this immediately to your financial institution. Timing can be of the essence in terms of limiting your liabilities and losses. For additional info, check out this article from the Federal Trade Commission (FTC) that outlines what to do if your debit or credit card is stolen and what your liabilities are.
Also, note the following guidance from the FTC on payment apps:
“New mobile apps and forms of payment may not provide these same protections. That means it might not always be easy to get your money back if something goes wrong. Make sure you understand the protections and assurances your payment services provider offers with their service.”
It’s sad but true. Crooks are setting up all kinds of scams that use mobile payment apps. A popular one involves creating fake charities or posing as legitimate ones and then asking for funds by mobile payment. To avoid getting scammed, check and see if the charity is legit. The FTC suggests researching resources like Better Business Bureau’s Wise Giving Alliance, Charity Navigator, Charity Watch or, GuideStar.
Overall, the FTC further recommends the following to keep yourself from getting scammed:
With so much of your life on your phone, getting security software installed on it can protect you and the things you keep on your phone. Whether you’re an Android owner or iOS owner, mobile security software can keep your data, shopping, and payments secure.
The post Avoid Making Costly Mistakes with Your Mobile Payment Apps appeared first on McAfee Blog.
Recently, news broke that over 300,000 Android users downloaded supposed banking apps from the Google Play Store loaded with trojans. These malicious apps managed to outwit the store’s security checkpoints to install malware on the unsuspecting users’ devices. It is more important than ever to stay vigilant about mobile security.
The crafty hackers behind this threat disguised their trojans as commonly searched-for apps, such as QR code scanners, fitness apps, and other popular utilities. The malicious code within these apps is specifically designed to steal banking information, record keystrokes as users enter their account details, and capture screenshots of activities carried out on the phone.
The unique feature of this malware is that it only initiates its harmful activities after being installed. Whether or not the user is aware of the malware’s presence can vary. For the malware to trigger, it needs an additional step, often an in-app update that’s not through the Play Store. This update then downloads the malware payload onto the device. In numerous instances, the counterfeit apps force users into accepting this update once the app is downloaded.
While the apps originally found on the Play Store may not have contained malware in their code, they serve as a delivery system for the payload from other servers after being installed on a user’s device. This discrete method of operation is one of the reasons these harmful apps have managed to escape detection.
The evolving threat highlights the necessity of scrutinizing app permissions and being cautious of in-app prompts, especially if they deviate from the standard update processes provided by reputable app stores. As the malware landscape evolves with increasingly sophisticated tactics, understanding these threats and adopting proactive security measures is crucial for safeguarding the integrity of our digital devices and personal data.
→ Dig Deeper: McAfee 2023 Threat Predictions: Evolution and Exploitation
Smartphones are enticing targets for hackers. They contain personal information and photos, banking and other payment app credentials, and other valuable data that hackers can exploit. The smartphone’s other features—like cameras, microphones, and GPS—can offer hackers even more invasive capabilities.
Once a smartphone is compromised, a hacker can hijack social media, shopping, and financial accounts; drain wallets by racking up app store purchases or interfering in payment apps; and even read text messages or steal photos. Understanding the nature of these threats, it is essential for users to take protective measures.
→ Dig Deeper: McAfee 2023 Consumer Mobile Threat Report
Mobile applications have become an integral part of our lives, so the responsibility of app developers to ensure security is paramount. Users entrust these apps with their personal information, from contact details to financial data, making it imperative for developers to prioritize security throughout the entire app development process.
One of the primary responsibilities of app developers is to implement secure coding practices. This entails writing code that guards against vulnerabilities and potential exploits. Developers can significantly reduce the risk of security breaches by incorporating measures like robust authentication systems, data encryption, and secure data transmission protocols. Additionally, regular security audits and testing are essential to identify and rectify vulnerabilities promptly.
App developers must also be vigilant when it comes to user data protection. This involves not only securely storing sensitive information but also safeguarding it during transmission. Properly managing app permissions is another key aspect of ensuring user data privacy. Developers should request only the permissions necessary for an app’s core functionality and explain clearly to users why certain permissions are required.
To complete the discussion, app developers play a pivotal role in safeguarding user data and overall digital security. By adhering to secure coding practices, conducting regular security assessments, respecting user privacy, and responding swiftly to vulnerabilities, developers contribute to a safer and more trustworthy mobile app ecosystem. Ultimately, their commitment to security not only protects users but also upholds the integrity of the apps they create.
McAfee Pro Tip: App developers can only protect you if you download their applications from reputable app stores like Google Play and App Store. Downloading third-party applications can increase your risk of getting malware. Know more about third-party apps.
How do these harmful apps work? By presenting themselves as legitimate applications, they can sneak onto your phone and gain wide-ranging permissions to access files, photos, and functionalities. Alternatively, they may slip in code that enables hackers to gather personal data. This can result in various issues, from annoying popup ads to the loss of valuable identity information.
Some recent instances of such malicious apps include ad-blocking programs that serve up ads instead, VPN apps that charge subscriptions but provide no protection, and utility apps that misuse system privileges and permissions, further endangering users.
To avoid falling victim to such malicious apps, there are preventive steps you can take.
While major app marketplaces like Google Play and Apple’s App Store aim to eradicate malware from their platforms, hackers, being the persistent intruders they are, can find ways around these measures. Hence, extra vigilance on your part is essential. Below are some steps to help fortify your digital security:
Be wary of apps asking for unnecessary permissions, like simple games wanting access to your camera or microphone. Read the permissions list before downloading any app. If you find an app asking for more than it should need, it may be a scam. Delete it, and find a legitimate counterpart that doesn’t request for these invasive permissions.
Apps prompting you for immediate in-app updates can be a red flag. Typically, the app version you download from the store should be the most recent and not require an immediate update. Always update your apps through the app store, not the app itself, to avoid malware attacks.
Don’t download without researching the app first. Check the developer’s track record – have they published other apps with many downloads and good reviews? Malicious apps often have few reviews and grammatical errors in their descriptions. Stay alert for these signs.
Recommendations from trusted sources or reputable publications are often reliable as these sources have done the vetting for you. This method saves you time and ensures the app’s credibility.
Stick to Google Play and Apple’s App Store, which vet apps for safety and security. Third-party sites might not have a robust review process, and some intentionally host malicious apps. Google and Apple are quick to remove malicious apps once discovered, ensuring an added layer of safety.
Given the amount of data and information we store on our phones, having security software is just as crucial as having one on our computers and laptops. Whether you opt for comprehensive security software that safeguards all your devices or a specific app from Google Play or Apple’s iOS App Store, you’ll benefit from enhanced malware, web, and device security.
Updating your phone’s operating system is as important as installing security software. Updates often contain patches to fix vulnerabilities that hackers exploit to execute malware attacks. Therefore, regular updates are a necessary measure to keep your phone secure.
→ Dig Deeper: How Do I Clear a Virus From My Phone?
Staying vigilant and proactive against mobile malware is integral to maintaining your digital security. You can significantly ward off potential threats by scrutinizing app permissions, being wary of in-app updates, critically reviewing apps, trusting strong recommendations, avoiding third-party app stores, installing security software like McAfee Mobile Security, and updating your phone’s OS. Remember, a few moments spent on these precautions are minimal compared to the potential costs and consequences of a hacked phone.
The post Before You Download: Steer Clear of Malicious Android Apps appeared first on McAfee Blog.
If you’ve got teens, then no doubt you’ve received the SOS texts. ‘Mum, I need a haircut, can you just spot me $30?’ or ‘I’ve just finished footy and I’m starving, can you transfer me some money?’. Where would the modern parent be without online banking? How did our non-digital forefathers ever cope??
Online banking is just so convenient and basically a necessity of modern life. If you’ve recently tried to conduct a transaction at a branch, then you’ll know exactly what I mean. One of my boys recently tried to set up a new account at a local banking branch and they were told to come back the following day. Instead, we went home and did it online in less than 20 minutes!
Aussie banks are world class at implementing a range of security measures to keep our banking safe however there are still things we can do to avoid our banking details getting into the hands of hackers. But many of us just assume that ‘all is well’ – our banking apps work seamlessly, so why do we need to worry? And that’s where many come unstuck. If it doesn’t appear to be broken, why do we need to fix it? Well, being ahead of the risks is how you keep yourself safe, my friends. So, here are my top tips to ensure all your family members are banking online in the securest way possible.
If you’re changing banks or helping your child set up their online banking, it’s essential that you download your bank’s official app. Imitations do exist! Ideally, download the app from the bank’s website however if this isn’t an option use a genuine app store like Apple’s AppStore or Google Play for Android devices. And always verify the app is legitimate by checking the developer details and reading the reviews.
Budgeting or financial management apps are an incredibly popular way to help manage finances, but you need to be cautious here too as many will require you to share your banking logins. Always check the app’s reviews, its history of data breaches and its security policies before you download.
Using the name of your puppy, your kids or worse still, your birthday, is one of the fastest ways of getting your banking details into the hands of hackers. Passwords need to have no connection to any part of your life, should never be stored in your banking app or anywhere on your phone and NEVER, EVER written on the back of your debit card!! Here are my top tips:
Make them long – choose a phrase instead of just 1 word. I love a nonsensical sentence with at least 10 characters.
Always include lower and uppercase letters, a number or 2 and a few symbols.
Every online account needs its own unique password – no exceptions.
Put a reminder in your calendar to update your passwords regularly – at least every 3-6 months.
All sounds too hard? Try a password manager that will not only create complex passwords that no human could ever think of, but it will also remember then for you. Check out McAfee +, complete no brainer!
Geez, public Wi-Fi is convenient, particularly if you are travelling. But, using it to undertake any banking or financial dealings is just too risky in, my opinion. Why? I hear you ask. Well, there are many ways hackers can hack public Wi-Fi, let me share a few:
‘Evil twin’ attack. This is when hackers set up malicious hotspots with seemingly logical and trustworthy names eg ‘Free Café Wi-Fi’. But as soon as you connect, they can easily get their hands on your data.
Man-in-the-middle attack (MitM). This is when hackers break into a network and eavesdrop on data as it travels between connected devices and the Wi-Fi router. For example, your online banking password!
Password cracking attack. Scammers use software that automatically tries a huge volume of usernames and passwords so they can control the router. And once they’ve gained control, they can dupe you into downloading malicious software (that could steal your identity) or redirects you to a webpage that phishes for your personal information.
If you don’t think you can possibly survive without public Wi-fi then you need to invest in a VPN that will ensure everything you share is protected.
If your bank offers two-factor authentication to its customers, then your answer needs to be ‘yes please’! Two-factor authentication or multi factor authentication adds another layer of verification to your banking which minimises the chances of hacker causing you harm. If you’ve activated it, you’ll be asked to provide another piece of information after you’ve entered your login details. Usually a special code, this may be delivered to you via an app, text message or even an automated phone call.
It will take just a few minutes to ring your bank and request to be notified when an activity occurs on your account. Every bank will manage this differently, however most banks can alert you on request via email or text if the following occur:
And if anything at all seems a little fishy, contact your bank immediately!
Unfortunately, few things are guaranteed in life and that includes your online safety. And whether you’re an online banking fan or not, opting out isn’t really an option. So, take some time to tighten up your online banking. Only use legit apps; change your passwords so they are long, strong and complex; invest in a VPN so you can use public Wi-Fi and say yes to two-factor authentication. You’ve got this!
Happy banking!!
Alex
The post Online Banking – The Safe Way appeared first on McAfee Blog.
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