New Apple ad targets data brokers

Apple is doubling down on raising consumer awareness of privacy risks in a new ad campaign, unveiled today, which puts the spotlight on how the data broker industry trades in mobile users’ personal data — from selling browsing history and shopping habits, to location data, contacts and plenty more besides.

Apple – or rather their marketing team – should be given high praise for making something so nebulous and arcane seem so plausible and understandable. The transformation of split-second AI algorithms into snooty auctioneers and villainous characters worthy of James Bond films is sheer artwork. Unfortunately, even Apple’s systems are unlikely to project you as recent research has shown. More, it seems you can’t trust sites with your phone number even to secure your account with Multi-Factor Authentication. In the near future, data brokers may become more than just a theoretical nuisance.