SilverPush
| Industry | Software, Marketing |
|---|---|
| Founded | 1 October 2012  |
| Headquarters | India |
| Products | SilverPush SDK |
| Website | https://www.silverpush.co/ |
SilverPush is a San Francisco-based company which develops cross-device tracking software for user tracking and targeted advertising. SilverPush's tracking software can be embedded into mobile apps and is designed to operate without the knowledge of end users.[1] The software allows users to be tracked across multiple devices.[2]
Tracking mechanism
Audio "beacons" can be embedded into television advertisements; SilverPush calls this technology "Unique Audio Beacon" (UAB).[3] These beacons can be picked up by mobile apps with the SilverPush SDK installed. This allows SilverPush to track the user's behavior, including which ads were seen by the user and how long they watched an ad before changing the channel.[2] SilverPush does not have an opt-out mechanism, and users are often unaware that they are being tracked with SilverPush.[2][4]
The SilverPush audio beacon was reverse engineered by Kevin Finisterre, who published SilverPushUnmasked on GitHub, an application to decode the beacon frequencies.[1][5] Different audio frequencies represent different letters; for example, 18kHz represents "A", and 19.125kHz represents "P".[1]
Privacy implications
The use of SilverPush to track users across multiple devices has privacy implications and allows for more detailed tracking of users. Data can be collected from multiple devices used by a single user and correlated to form a more accurate picture of the person being tracked.[2]
History
In April 2014, Geektime reported that SilverPush had raised $1.5 million in funding to increase global reach.[6]
In July 2014, TechCrunch reported that SilverPush was using "ultrasonic inaudible sounds" called "audio beacons" along with cookies to reliably track users across multiple devices and that devices with an app containing the SilverPush SDK are constantly listening for audio beacons.[7]
In April 2015, SilverPush claimed 67 apps were using its code.[8]
In October 2015, the Center for Democracy and Technology submitted comments to the Federal Trade Commission (FTC) regarding SilverPush's cross-device tracking technology.[4][1]
In March 2016, the FTC issued warning letters to 12 app developers using SilverPush code in their apps.[9] The FTC warned these developers that they may be violating the FTC Act if they state or imply that their apps are not tracking television viewing habits when they in fact are. Shortly after the FTC warning, SilverPush made an official statement that they are ending the Unique Audio Beacon service.[10][8] However, as of 21 March 2016, SilverPush is still advertising Unique Audio Beacon on their website.[8]
See also
References
- ^ a b c d "How TV ads silently ping commands to phones: Sneaky SilverPush code reverse-engineered". The Register. Retrieved 1 April 2016.
- ^ a b c d "Beware of ads that use inaudible sound to link your phone, TV, tablet, and PC". Ars Technica. Retrieved 31 March 2016.
- ^ "FTC letter to app developers" (PDF). Retrieved 1 April 2016.
- ^ a b "Re: Comments for November 2015 Workshop on Cross - Device Tracking" (PDF). Center for Democracy and Technology. Retrieved 1 April 2016.
- ^ "SilverPushUnmasked application". Retrieved 1 April 2016.
- ^ "SilverPush raises $1.5M with plans to grow in the U.S." Geektime. Retrieved 1 April 2016.
- ^ "SilverPush Says It's Using "Audio Beacons" For An Unusual Approach To Cross-Device Ad Targeting". TechCrunch. Retrieved 1 April 2016.
- ^ a b c "Creepy Ad Company Says It Will Stop Eavesdropping With 'Audio Beacons'". Vice. Retrieved 1 April 2016.
- ^ "FTC Issues Warning Letters to App Developers Using 'Silverpush' Code". Retrieved 1 April 2016.
- ^ "Silverpush Quits Creeping World Out, Ceases Tracking TV Habits Via Inaudible 'Beacons'". Forbes. Retrieved 1 April 2016.