Should You Allow Apps to Track You Across Other Apps?
Apps often pose the question, “Can we track you across apps?” This query may leave you feeling curious and perplexed, raising a multitude of further inquiries. So why precisely do these apps desire to track your activities across multiple platforms? What benefits do you gain from it? And how does it serve the apps themselves? In this overwhelming world of information overload, it’s no wonder we struggle with decision fatigue. As our ancestors debated whether to use a stick against a saber-toothed tiger or eat dirt, we find ourselves engrossed in the 21st-century dilemma of whether to grant apps permission to track us across various platforms.
This quandary has become prominent since 2021, when Apple introduced the App Tracking Transparency policy, which prohibits apps from tracking user activity across different platforms without consent. However, the issue isn’t that straightforward. Let’s explore what experts have to say regarding this matter.
What Does Advertising Have to Do with App Tracking?
Your personal decision hinges on your personality and your stance on advertising. Understandably, advertising plays a pivotal role in why apps yearn to track your activities across different platforms. Chetan Jaiswal, an associate professor of computer science at Quinnipiac University, provides an example where an app from a fitness center you are a member of tracks your location data.
Jaiswal explains, “By tracking an active gym-goer’s location, shopping sites like Amazon can advertise relevant health supplements.” Travel platforms like Booking.com or Expedia could also track hotel and flight-related activities and suggest related deals. Ride-sharing apps such as Uber and food delivery services like DoorDash could track users’ locations and expenditures to offer local deals.
Some of you may find this concept fascinating, enjoying the idea of receiving coupons for the exact products you were just browsing online. However, others may find it creepy and invasive.
Should You Allow Tracking if You Like or Don’t Mind Ads?
That depends. Robin Chataut, an assistant professor of cybersecurity and computer science at Quinnipiac University, suggests that if you trust the app and feel comfortable with it collecting data on your activities across different platforms, you can allow tracking.
On a positive note, Chataut states, “This might result in a more personalized experience within the app and potentially relevant advertisements.”
However, Isabelle Freiling, an assistant professor in the communications department at the University of Utah, warns against the potential consequences of app tracking. She expresses concerns about data brokers accessing users’ shared data, leading to the creation of complex profiles that can be sold to insurance providers or other companies for targeted advertising.
Why Should You Care if Your Data Is Shared with Insurance Providers?
Although insurance companies may seem friendly and harmless, they can access sensitive information obtained by data brokers. Freiling explains, “Health insurance providers may utilize this data to recalculate premiums for specific users.” In other words, if your fast-food habits lead to unhealthy choices, your health insurance premiums may increase.
So, whether your rising premiums are due to your lifestyle choices or other factors, it’s essential to be mindful of the potential consequences.
Do Tech Experts Allow Apps to Track Them?
I randomly reached out to a couple of tech professionals to gauge their opinions on app tracking. Tyler Fisher, the chief operating officer at Counslr, a text-based mental health support app that prioritizes user privacy, prefers to opt out of app tracking whenever possible.
Fisher asserts, “I have disabled the ‘Allow Apps to Request to Track’ setting on my iPhone, which prevents apps from even asking permission to track me. If I’m not paying for a product, I don’t want to become the product. I’d rather use apps that don’t attempt to track me outside of their own platform.”
However, Fisher does permit tracking within certain apps that he trusts. For instance, he allows Google Maps and his banking app to track him for added security measures.
Gajen Sunthara, the chief technology officer at SimpliFed, an infant nutrition website, shares a similar sentiment. Sunthara explains that he typically avoids letting apps track him due to privacy concerns. He cautions against the accumulation of personal data by multiple companies and the potential risks associated with data security breaches.
However, Sunthara makes an exception for Amazon since he appreciates the benefits of personalized deals while shopping online.
Is Our Problem Solved If We Opt Out?
Unfortunately, opting out doesn’t solve all privacy concerns. As Chataut points out, app tracking transparency only applies to apps downloaded from official app stores. Apps obtained from third-party websites may still track your activities without consent. Furthermore, there are reports of major corporations finding loopholes to track users despite their preferences.
That said, choosing not to allow tracking can still reduce the number of companies monitoring your every move. Additionally, ongoing efforts to legislate privacy protection may eventually make it harder for widespread tracking to occur.
Of course, you should exercise caution when downloading apps from unfamiliar sources. Although phones offer adequate protection, there is still a risk of downloading malware, compromising your security and personal information.
So, while the struggles of modern life may seem overwhelming, pondering whether to grant apps permission to track you or not is not entirely futile. By prioritizing your privacy and being aware of potential risks, you can navigate these decisions more effectively.
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