By Steve
A look at what tech companies know, what they do with it, and why you keep seeing those ads.
A Thoughtful Thursday!
Have you ever had a conversation about needing a new pair of shoes, only to see an ad for shoes pop up on your computer moments later? It’s a common and slightly unsettling experience. Many of us, including readers I’ve spoken with, have felt that same unease, wondering, "Is my phone always listening to me?"
These are smart and valid concerns. When we use technology, we are creating a trail of digital information, or "data." Today, I will talk about what that data is, how it’s used, and what’s real versus what’s a myth. My goal isn't to cause alarm, but to empower you with knowledge so you can feel more in control of your digital life.
I’ve spent a lot of my career at technology companies and a lot of that time doing advertising and marketing. I’ve seen a lot of these systems close up and from the inside. If you have any follow up questions after reading this, please don’t hesitate to reply to this email or contact me directly:
Why Do Companies Want Your Data in the First Place?
First, it’s helpful to understand the official reasons tech companies collect data. A lot of it is used to make their products work better for you. Data about how you use an app can help developers fix bugs you might not have even noticed. Your viewing history on a streaming service helps it recommend a new movie you might genuinely enjoy. In many cases, it’s about personalizing your experience to make it more useful and relevant. The other major use, of course, is for advertising.
The Big Myth: "Is My Phone Always Listening?"
Let's tackle the biggest fear head-on. The idea that your phone is constantly recording everything you say, 24/7, and sending it to advertisers is one of the most persistent myths about technology. While it feels true, here’s why it’s not the case:
It’s Technically Impractical: For a company like Apple or Google to constantly record, upload, and analyze audio from billions of phones would require an unimaginable amount of data storage and processing power. It would be logistically and financially infeasible.
The "Wake Word" Exception: Smart speakers like Alexa or Siri are designed to listen, but only for a specific "wake word" (like "Hey Siri"). They don't start processing or sending your request over the internet until after they hear that specific command. /
So, if your phone isn’t listening to your conversations, how on earth did it know you wanted to buy those shoes?
The Real Answer: Connecting the Dots and "Retargeted" Ads
The answer is less like eavesdropping and more like very clever detective work, connecting clues you leave behind as you navigate the digital world. Here’s a typical example of how it really works:
You Leave a Clue: You use your computer to do a Google search for "comfortable walking shoes." Google now knows you're interested in this topic. Or maybe you posted on Facebook that you’re “looking for a good pair of comfortable walking shoes”. Maybe you just liked a picture of someone else’s comfortable walking shoes!
The Advertiser Sets a Goal: The shoe company has told an advertising platform (like Google or Facebook) that they want to show their ads to people who have recently shown an interest in buying shoes.
The System Connects the Dots: Later, you're on your phone scrolling through Facebook or reading a news article on a site that shows ads. The ad system recognizes you (via your logged-in account or through little browser files called "cookies"). It sees that you are part of the "interested in shoes" group that the shoe company wants to reach.
You See the Ad: The system then displays the ad for those exact walking shoes.
It feels like magic or mind-reading, but it’s really just a system connecting your past digital actions (searches, website visits, social media "likes") to an advertiser's target audience. There was no need for a microphone.
Knowing how your data is used is the first step; the next is knowing that you have controls to manage it. While it's nearly impossible to be invisible online, you absolutely have the power to adjust your settings and make more conscious choices. It can feel like a daunting task, but taking a few small, concrete steps can make a big difference in your sense of privacy and control.
Here are a few practical things you can do:
Visit Your "Privacy & Ad Settings" Hub: Major platforms like Google and Facebook have a central place where you can manage your settings. The easiest way to find it is to simply do a web search for "Google Account Settings" or "Facebook Privacy Checkup." These pages are designed to walk you through your most important privacy and ad settings step-by-step.
Review (and Edit) Your Ad Interests: Once you're in your ad settings, you'll often find a fascinating list of "interests" that the platform thinks you have, based on your activity. You have the power to edit this list! You can remove any topics that are incorrect or that you simply prefer not to see ads about. This is a direct way to influence the types of ads you are shown.
Limit Ad Personalization: Look for a setting called "Ad Personalization" or similar phrasing. You usually have the option to turn this off.
What does this do? You will still see ads, but they will be more generic and will no longer be "retargeted" or based on your activity across different websites and apps. Many people prefer this, as it stops that spooky feeling of being "followed" around the web by a pair of shoes they looked at.
Check App Permissions on Your Phone: Remember that many apps on your phone ask for permissions to access things like your location, microphone, or contacts. It’s a great habit to periodically review these. In your phone's main Settings menu, find the "Privacy" section. From there, you can look at "Location Services" or "Microphone" and see exactly which apps you have given access to, and you can revoke that permission at any time.
Taking these steps helps you move from being a passive user to an informed one. It's about deciding what you are comfortable sharing and actively managing your digital footprint to better align with your personal preferences for privacy.
Quick Tech Tip
Want to reduce the number of clues you leave behind for advertisers? You can easily clear your recent search and Browse history in your web browser. In the browser's menu (often found by clicking three dots or lines in the top corner), look for "History," and then an option like "Clear Browse Data." This won't stop all ads, but it can help limit the "retargeting" based on your recent activity.
Tech Term Demystified: Internet "Cookies"
When you hear about "cookies" online, they aren't the delicious baked goods. In the tech world, cookies are very small files that websites you visit place on your web browser. They are designed to remember little bits of information. For example, a cookie might remember the items you placed in your online shopping cart, or it might keep you logged in to a website so you don’t have to enter your password every time. They are also one of the primary tools used by advertising networks to understand which sites you've visited, which helps them show you ads they think will be more relevant to your interests.
Good News Byte
In response to growing privacy concerns, major tech companies like Apple and Google have been rolling out more user-friendly privacy controls. Most now offer a single "Privacy Dashboard" for your account where you can more easily see what data is being saved (like your location or search history) and manage your settings. While there's still a long way to go, this trend toward greater transparency is a positive step for consumers.
Did You Know?
Online advertising is nearly as old as the public web itself! The world's very first banner ad appeared on a website called HotWired.com way back in October 1994. It was a simple, colorful ad from the telecom company AT&T. By today's standards, it was an incredible success, with a reported 44% of the people who saw it actually clicking on it!
Your Turn to Peek Behind the Curtain
This week, if you're feeling curious, try visiting the ad settings page for your Google or Facebook account. You don't have to change anything. Just take a look at the list of "interests" the platform has associated with your profile based on your activity. It can be a fascinating (and sometimes humorous) glimpse into your own digital footprint.
A Little Bit of Fun
Sometimes I feel like my web browser has a better memory of what I was shopping for last week than I do.
Have a great week!
Warmly,
Steve