By P. Scanlon, Traffic Attorney
You just finished searching Google for a camera to take with you on your trip to Italy. You click the different links, browse the models and pricing on various websites, and tell yourself you will return to the options provided later.
Then, you go to YouTube to find videos on diet food recipes. You find three videos that match your recipe search. You click to bring up the video, and the first thing you see is an ad for the cameras you just looked at!
How Did That Happen?
Google employs a sophisticated algorithm that targets ads to users you are searching for a product or service; here’s a breakdown of some of their methods:
Google understands what you are searching for and adjusts ads accordingly to serve your interests. This allows them to display advertisements that are related to your recent searches. Websites you visit often place cookies on your browser to track your browsing history across different websites, allowing Google to build a profile of your interests. Based on this data, they can target ads on other websites you go to and yes, YouTube also. And it’s all legal!
You are Not Alone!
So, if Google can do this and use other tracking mechanisms, why not every other tech company? Or, for that matter, why not any company that has computers onboard its devices?
Welcome to Your Car!
We will reintroduce you to your car, specifically its computers. These machines, often called onboard computers or Engine Control Units (ECUs) monitor and manage various vehicle systems, such as engine performance, emissions, safety features, etc. While they collect data related to the vehicle’s operation, they are not typically designed to “spy” on the driver in the sense of monitoring personal behavior or activities. However, modern cars with advanced technologies, such as GPS navigation systems, telematics, and driver assistance features, gather specific data on driving habits and vehicle performance.
For example, GPS systems may track the vehicle’s location for navigation purposes, while telematics systems may collect information about vehicle speed, acceleration, braking, and fuel efficiency. In some cases, this data can be accessed by vehicle manufacturers, service providers, or authorities to improve vehicle performance, diagnose issues, provide roadside assistance, or analyze traffic patterns.
How Do They Do It?
The connected services you use in your car, such as apps on your cell phone, especially those from the car manufacturers themselves, are a gateway to gathering tons of information about your driving habits.
But What About Your Privacy?
This policy went out the window, at least for now, until the legislators start making policies to control this type of data tracking, or what some call – spying. According to the Mozilla Foundation, many car companies collect too much data, sell the data, and give you no control over managing this data tracking.
Concerns about privacy and data security in connected vehicles are valid. Discussions have been held about the need for transparency regarding data collection practices and the importance of safeguarding driver privacy. As technology continues to evolve, manufacturers and regulators need to address these concerns and ensure that appropriate safeguards are in place to protect driver privacy while still benefiting from the capabilities of advanced vehicle technologies.
Conclusion
In this modern age of technology, there is no retreat from the cameras, recording devices, and marketing methods we encounter daily when we use our phones, smart devices, and, yes, cars. And now, with AI, scientists are working on direct communication with your vehicle for traffic control. This information is not used for nefarious purposes for all legitimate companies so that you can rest easy on that part. Still, the data they retrieve can make some people apprehensive regarding the amount and what’s in that data.
There is currently legislation being reviewed regarding AI and privacy, but this needs to be extended to all interactive devices, whether they use AI or not, so exactly what policies will be enacted remains to be seen.