Digital marketers are resorting to unconventional methods to gather data about their users. Certain games on the IPhone employ a software called Alphonso. Alphonso listens to sounds in the background of your phone and detect TV shows and movies you might be watching with your phone on your person. The app can then use the data on you to target ads more relevant to your tastes. Although the apps that use Alphonso ask your permission to turn on the microphone, there is not enough clarity to the user at the opt-in page how the microphone will be used by the app.
Sources: https://www.nytimes.com/2017/12/28/business/media/alphonso-app-tracking.html
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