Advertising revenue is a huge part of doing business in the mobile apps space for a large number of developers. As such, from that practice have emerged methods to send advertisers information about you to better serve appropriate ads. Oftentimes, the way your advertising "profile" is specifically identified is less than ideal from a security standpoint. Many apps use your phone's IMEI - a potentially personally-identifying number - as your advertising identification number because every modern smartphone has one.

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