_{^{Photo by Lianhao Qu on Unsplash}}

The Dark Side of Personalised Advertising: How Your Data is Being Used

As you browse the internet, you may have noticed that the ads you see are becoming increasingly tailored to your interests. This is no coincidence - personalised advertising is a multi-billion pound industry that relies on the collection and analysis of vast amounts of personal data. But have you ever stopped to think about how this data is being used, and what the implications are for your privacy?

The Role of Cookies in Personalised Advertising

Cookies are small text files that are stored on your device when you visit a website. They allow the website to remember your preferences and tailor its content to your interests. But cookies can also be used to track your browsing habits and collect personal data, which can then be used to target you with personalised ads.

For example, if you visit a website that uses cookies to track your browsing habits, the website may be able to determine that you are interested in buying a new house. The website can then use this information to target you with ads for estate agents and mortgage lenders.

The Impact on Your Privacy

The use of cookies and other tracking technologies to collect personal data raises serious concerns about privacy. When you visit a website, you may not be aware that your data is being collected and used to target you with ads. This can be particularly problematic if you are using a public computer or a shared device, as your personal data may be accessible to others.

Furthermore, the use of cookies and other tracking technologies can also be used to create detailed profiles of your online activities. This can be used to infer sensitive information about you, such as your age, income, and health status.

Yahoo, a well-known internet company, is part of the IAB Transparency & Consent Framework. This framework is designed to provide transparency and control over the use of cookies and other tracking technologies. However, a recent analysis of Yahoo’s cookie policy reveals that the company is using cookies to collect personal data and target users with personalised ads.

The policy states that if you click ‘Accept all’, Yahoo and its partners will store and/or access information on your device, including precise geolocation data and other personal data such as IP address and browsing and search data. This data will be used for personalised advertising and content, advertising and content measurement, and audience research and services development.

The Implications for MortgageWatch Readers

As a reader of MortgageWatch, you may be interested in buying or renting a property. But did you know that your online activities may be being tracked and used to target you with personalised ads? This can be particularly problematic if you are using a public computer or a shared device, as your personal data may be accessible to others.

Conclusion

The use of cookies and other tracking technologies to collect personal data raises serious concerns about privacy. As a reader of MortgageWatch, it is essential to be aware of how your data is being used and to take steps to protect your online privacy.

You can start by reviewing the cookie policies of the websites you visit and opting out of personalised advertising. You can also use a VPN or other privacy tools to protect your online activities.

Remember, your data is valuable, and it is essential to take steps to protect it.

Protecting your online privacy is essential