Most of the free apps you’ll find on the Play Store have ads. These ads are personalized — in other words, they’re for products and services Google believes you might be interested in. The way Google knows about your interests is by collecting data from your smartphone, including your location and app usage. While personalized ads have their advantages, the collection of data is unsettling.

Google is able to collect this data using what is known as an advertising ID. This is a unique identifier attached to a packet of data that contains bits of your browsing habits and history, though it is… more

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