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Google Settlement May Bring New Privacy Controls for Real-Time Bidding

✇Deeplinks
By: Lena Cohen

EFF has long warned about the dangers of the “real-time bidding” (RTB) system powering nearly every ad you see online. A proposed class-action settlement with Google over their RTB system is a step in the right direction towards giving people more control over their data. Truly curbing the harms of RTB, however, will require stronger legislative protections.

What Is Real-Time Bidding?

RTB is the process by which most websites and apps auction off their ad space. Unfortunately, the milliseconds-long auctions that determine which ads you see also expose your personal information to thousands of companies a day. At a high-level, here’s how RTB works:

  1. The moment you visit a website or app with ad space, it asks an ad tech company to determine which ads to display for you. This involves sending information about you and the content you’re viewing to the ad tech company.
  2. This ad tech company packages all the information they can gather about you into a “bid request” and broadcasts it to thousands of potential advertisers. 
  3. The bid request may contain information like your unique advertising ID, your GPS coordinates, IP address, device details, inferred interests, demographic information, and the app or website you’re visiting. The information in bid requests is called “bidstream data” and typically includes identifiers that can be linked to real people. 
  4. Advertisers use the personal information in each bid request, along with data profiles they’ve built about you over time, to decide whether to bid on the ad space. 
  5. The highest bidder gets to display an ad for you, but advertisers (and the adtech companies they use to buy ads) can collect your bidstream data regardless of whether or not they bid on the ad space.   

Why Is Real-Time Bidding Harmful?

A key vulnerability of real-time bidding is that while only one advertiser wins the auction, all participants receive data about the person who would see their ad. As a result, anyone posing as an ad buyer can access a stream of sensitive data about billions of individuals a day. Data brokers have taken advantage of this vulnerability to harvest data at a staggering scale. Since bid requests contain individual identifiers, they can be tied together to create detailed profiles of people’s behavior over time.

Data brokers have sold bidstream data for a range of invasive purposes, including tracking union organizers and political protesters, outing gay priests, and conducting warrantless government surveillance. Several federal agencies, including ICE, CBP and the FBI, have purchased location data from a data broker whose sources likely include RTB. ICE recently requested information on “Ad Tech” tools it could use in investigations, further demonstrating RTB’s potential to facilitate surveillance. RTB also poses national security risks, as researchers have warned that it could allow foreign states to obtain compromising personal data about American defense personnel and political leaders.

The privacy harms of RTB are not just a matter of misuse by individual data brokers. RTB auctions broadcast torrents of personal data to thousands of companies, hundreds of times per day, with no oversight of how this information is ultimately used. Once your information is broadcast through RTB, it’s almost impossible to know who receives it or control how it’s used. 

Proposed Settlement with Google Is a Step in the Right Direction

As the dominant player in the online advertising industry, Google facilitates the majority of RTB auctions. Google has faced several class-action lawsuits for sharing users’ personal information with thousands of advertisers through RTB auctions without proper notice and consent. A recently proposed settlement to these lawsuits aims to give people more knowledge and control over how their information is shared in RTB auctions.

Under the proposed settlement, Google must create a new privacy setting (the “RTB Control”) that allows people to limit the data shared about them in RTB auctions. When the RTB Control is enabled, bid requests will not include identifying information like pseudonymous IDs (including mobile advertising IDs), IP addresses, and user agent details. The RTB Control should also prevent cookie matching, a method companies use to link their data profiles about a person to a corresponding bid request. Removing identifying information from bid requests makes it harder for data brokers and advertisers to create consumer profiles based on bidstream data. If the proposed settlement is approved, Google will have to inform all users about the new RTB Control via email. 

While this settlement would be a step in the right direction, it would still require users to actively opt out of their identifying information being shared through RTB. Those who do not change their default settings—research shows this is most people—will remain vulnerable to RTB’s massive daily data breach. Google broadcasting your personal data to thousands of companies each time you see an ad is an unacceptable and dangerous default. 

The impact of RTB Control is further limited by technical constraints on who can enable it. RTB Control will only work for devices and browsers where Google can verify users are signed in to their Google account, or for signed-out users on browsers that allow third-party cookies. People who don't sign in to a Google account or don't enable privacy-invasive third-party cookies cannot benefit from this protection. These limitations could easily be avoided by making RTB Control the default for everyone. If the settlement is approved, regulators and lawmakers should push Google to enable RTB Control by default.

The Real Solution: Ban Online Behavioral Advertising

Limiting the data exposed through RTB is important, but we also need legislative change to protect people from the online surveillance enabled and incentivized by targeted advertising. The lack of strong, comprehensive privacy law in the U.S. makes it difficult for individuals to know and control how companies use their personal information. Strong privacy legislation can make privacy the default, not something that individuals must fight for through hidden settings or additional privacy tools. EFF advocates for data privacy legislation with teeth and a ban on ad targeting based on online behavioral profiles, as it creates a financial incentive for companies to track our every move. Until then, you can limit the harms of RTB by using EFF’s Privacy Badger to block ads that track you, disabling your mobile advertising ID (see instructions for iPhone/Android), and keeping an eye out for Google’s RTB Control.

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How to protect yourself from Bluetooth-headset tracking and the WhisperPair attack | Kaspersky official blog

✇Kaspersky official blog
By: Stan Kaminsky

A newly discovered vulnerability named WhisperPair can turn Bluetooth headphones and headsets from many well-known brands into personal tracking beacons — regardless of whether the accessories are currently connected to an iPhone, Android smartphone, or even a laptop. Even though the technology behind this flaw was originally developed by Google for Android devices, the tracking risks are actually much higher for those using vulnerable headsets with other operating systems — like iOS, macOS, Windows, or Linux. For iPhone owners, this is especially concerning.

Connecting Bluetooth headphones to Android smartphones became a whole lot faster when Google rolled out Fast Pair, a technology now used by dozens of accessory manufacturers. To pair a new headset, you just turn it on and hold it near your phone. If your device is relatively modern (produced after 2019), a pop-up appears inviting you to connect and download the accompanying app, if it exists. One tap, and you’re good to go.

Unfortunately, it seems quite a few manufacturers didn’t pay attention to the particulars of this tech when implementing it, and now their accessories can be hijacked by a stranger’s smartphone in seconds — even if the headset isn’t actually in pairing mode. This is the core of the WhisperPair vulnerability, recently discovered by researchers at KU Leuven and recorded as CVE-2025-36911.

The attacking device — which can be a standard smartphone, tablet or laptop — broadcasts Google Fast Pair requests to any Bluetooth devices within a 14-meter radius. As it turns out, a long list of headphones from Sony, JBL, Redmi, Anker, Marshall, Jabra, OnePlus, and even Google itself (the Pixel Buds 2) will respond to these pings even when they aren’t looking to pair. On average, the attack takes just 10 seconds.

Once the headphones are paired, the attacker can do pretty much anything the owner can: listen in through the microphone, blast music, or — in some cases — locate the headset on a map if it supports Google Find Hub. That latter feature, designed strictly for finding lost headphones, creates a perfect opening for stealthy remote tracking. And here’s the twist: it’s actually most dangerous for Apple users and anyone else rocking non-Android hardware.

Remote tracking and the risks for iPhones

When headphones or a headset first shake hands with an Android device via the Fast Pair protocol, an owner key tied to that smartphone’s Google account is tucked away in the accessory’s memory. This info allows the headphones to be found later by leveraging data collected from millions of Android devices. If any random smartphone spots the target device nearby via Bluetooth, it reports its location to the Google servers. This feature — Google Find Hub — is essentially the Android version of Apple’s Find My, and it introduces the same unauthorized tracking risks as a rogue AirTag.

When an attacker hijacks the pairing, their key can be saved as the headset owner’s key — but only if the headset targeted via WhisperPair hasn’t previously been linked to an Android device and has only been used with an iPhone, or other hardware like a laptop with a different OS. Once the headphones are paired, the attacker can stalk their location on a map at their leisure — crucially, anywhere at all (not just within the 14-meter range).

Android users who’ve already used Fast Pair to link their vulnerable headsets are safe from this specific move, since they’re already logged in as the official owners. Everyone else, however, should probably double-check their manufacturer’s documentation to see if they’re in the clear — thankfully, not every device vulnerable to the exploit actually supports Google Find Hub.

How to neutralize the WhisperPair threat

The only truly effective way to fix this bug is to update your headphones’ firmware, provided an update is actually available. You can typically check for and install updates through the headset’s official companion app. The researchers have compiled a list of vulnerable devices on their site, but it’s almost certainly not exhaustive.

After updating the firmware, you absolutely must perform a factory reset to wipe the list of paired devices — including any unwanted guests.

If no firmware update is available and you’re using your headset with iOS, macOS, Windows, or Linux, your only remaining option is to track down an Android smartphone (or find a trusted friend who has one) and use it to reserve the role of the original owner. This will prevent anyone else from adding your headphones to Google Find Hub behind your back.

The update from Google

In January 2026, Google pushed an Android update to patch the vulnerability on the OS side. Unfortunately, the specifics haven’t been made public, so we’re left guessing exactly what they tweaked under the hood. Most likely, updated smartphones will no longer report the location of accessories hijacked via WhisperPair to the Google Find Hub network. But given that not everyone is exactly speedy when it comes to installing Android updates, it’s a safe bet that this type of headset tracking will remain viable for at least another couple of years.

Want to find out how else your gadgets might be spying on you? Check out these posts:

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Flock Exposes Its AI-Enabled Surveillance Cameras

✇Schneier on Security
By: Bruce Schneier

404 Media has the story:

Unlike many of Flock’s cameras, which are designed to capture license plates as people drive by, Flock’s Condor cameras are pan-tilt-zoom (PTZ) cameras designed to record and track people, not vehicles. Condor cameras can be set to automatically zoom in on people’s faces as they walk through a parking lot, down a public street, or play on a playground, or they can be controlled manually, according to marketing material on Flock’s website. We watched Condor cameras zoom in on a woman walking her dog on a bike path in suburban Atlanta; a camera followed a man walking through a Macy’s parking lot in Bakersfield; surveil children swinging on a swingset at a playground; and film high-res video of people sitting at a stoplight in traffic. In one case, we were able to watch a man rollerblade down Brookhaven, Georgia’s Peachtree Creek Greenway bike path. The Flock camera zoomed in on him and tracked him as he rolled past. Minutes later, he showed up on another exposed camera livestream further down the bike path. The camera’s resolution was good enough that we were able to see that, when he stopped beneath one of the cameras, he was watching rollerblading videos on his phone.

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