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Gravy Analytics Data Breach Threatens Privacy of Millions: Sensitive Location Data Leaked

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A Hack of location data company “Gravy Analytics” has revealed which apps are knowingly or not being used to collect your information behind the scenes.

A significant breach at location data broker Gravy Analytics has exposed the location data of millions of smartphone users globally. The leak is raising concerns about the misuse of sensitive information, including data collected from popular apps like dating platforms, fitness trackers, and games.

Scale of the Breach

The breach, first reported on a Russian-language cybercrime forum, allegedly involved the theft of terabytes of location data. A sample released by the hacker includes 30 million data points, revealing where individuals live, work, and travel. Alarmingly, the leaked data includes locations tied to sensitive areas like the White House, Kremlin, and military bases, as well as maps showing user activity on apps like Tinder across the UK.

Data from this breach poses severe privacy risks, including potential deanonymization of users, tracking of military personnel, and identification of vulnerable individuals, such as members of the LGBTQ+ community in hostile regions.

How the Breach Occurred

Gravy Analytics’ parent company, Unacast, confirmed the breach occurred on January 4 via unauthorized access to its Amazon cloud environment using a “misappropriated key.” The company took its systems offline and notified regulatory authorities in Norway and the UK.

Gravy Analytics, which tracks over a billion devices daily, sources much of its data from real-time bidding in the online ad ecosystem. This process often unknowingly exposes user location data to advertisers and data brokers.

Implications for Businesses and Consumers

The incident comes weeks after the FTC banned Gravy Analytics from collecting and selling Americans’ location data without explicit consent. The breach underscores the ongoing risks posed by data brokers and the need for stricter regulation.

For businesses, the fallout could mean tighter scrutiny of partnerships with data providers, while consumers are left grappling with the implications of their unwitting participation in location tracking systems.

Protecting Yourself from Data Misuse

While ad surveillance is pervasive, users can take measures to reduce their exposure:

  1. Use Ad-Blockers: Install browser or mobile content blockers to prevent ad code from loading.
  2. Adjust Device Settings:
    • On iPhones: Disable app tracking under “Tracking” in Settings.
    • On Android: Delete or reset advertising IDs under “Privacy” > “Ads.”
  3. Limit Location Access: Only allow apps to access your precise location when essential.

This breach highlights the dangers of the data brokerage ecosystem, sparking renewed calls for transparency and user control over their personal information

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