Cybersecurity Awareness Month 2024 Post 4: Who’s Listening? Why You See Ads Based on Conversations

Because, Cybersecurity Awareness Month is EVERY MONTH!

  Who’s Listening? Why You See Ads Based on Conversations

Have you ever found yourself talking with a friend about something as mundane as a new pair of shoes, only to see ads for that exact product appear on your social media feed shortly afterward? If so, you’re not alone—and it’s not just a coincidence. This unsettling experience is part of the increasingly invasive world of targeted marketing, where social media platforms and apps gather immense amounts of data about you, sometimes even listening in on your conversations through permissions granted to your phone’s microphone.

But how does this happen, and what does it mean for your privacy? More importantly, how can this seemingly harmless data collection expose you to social engineering attacks—a method cybercriminals use to manipulate and trick even the most cautious users?

In this blog, we’ll dive deep into the world of social engineering, explore how cybercriminals exploit our personal information, and provide tips on how you can protect yourself and your family from falling victim to these attacks.

The Hidden Side of Targeted Marketing: More Than Just Ads

Targeted marketing is a powerful tool that companies use to influence our buying decisions. Social media platforms, apps, and websites collect vast amounts of data about our online behaviors, which they then use to serve us personalized ads. This data includes:

- Browsing history  

- Search queries  

- Social media likes, comments, and shares  

- Location data from your phone’s GPS  

- Your online shopping history  

- Even the content of your private messages or conversations (if you’ve granted certain permissions)

This level of data collection goes beyond just showing you products you’ve previously searched for. It’s about building a comprehensive profile of your interests, habits, and even your emotions, all of which can be used to manipulate your behavior online. But there’s a darker side to this data collection—it’s not just advertisers who are interested in your data. Cybercriminals can use this information for more nefarious purposes, including social engineering attacks.

What is Social Engineering?

Social engineering is a form of cybercrime where attackers manipulate people into giving up sensitive information or performing actions that compromise their security. Unlike traditional hacking, which focuses on breaking into computer systems, social engineering targets the human side of cybersecurity. It’s a psychological attack that preys on emotions like trust, fear, and curiosity.

Cybercriminals use the information they gather from social media, apps, and other online platforms to craft highly convincing schemes designed to trick you into providing personal data, clicking malicious links, or even transferring money. These schemes often involve:

Phishing Attacks  

   Cybercriminals send emails or messages that appear to come from legitimate sources, such as banks or service providers, urging you to click a link or provide sensitive information like passwords.

Pretexting  

   In this attack, a scammer creates a false scenario (or "pretext") to obtain sensitive information. For example, they might pose as a customer service representative asking for your account details to "resolve an issue."

Baiting  

   Baiting involves offering something enticing (like free software or a prize) to trick you into downloading malware or giving up personal information.

Spear Phishing  

   Unlike generic phishing attacks, spear phishing is highly targeted. The attacker customizes the message specifically for the recipient, using information they’ve gathered about you to make the message appear legitimate.

Vishing and Smishing  

   These attacks involve voice calls (vishing) or text messages (smishing) to trick you into providing personal information. They often use urgent language to create fear or a sense of urgency.

How Social Media Makes Us Vulnerable to Social Engineering

The more personal information you share online, the easier it becomes for cybercriminals to use that data against you. Social media platforms provide a treasure trove of information for attackers, including:

- Your interests and hobbies  

  Publicly sharing your favorite sports team, bands, or activities gives attackers information they can use to craft convincing phishing emails or messages.

- Your location  

  Geo-tagged posts or check-ins can reveal where you live, work, or frequently visit, making it easier for criminals to target you with personalized attacks.

- Your relationships  

  By viewing your connections on social media, attackers can impersonate friends or family members, convincing you to provide sensitive information.

- Your emotional state  

  Social media posts can reveal when you’re stressed, celebrating a major life event, or going through a tough time. Attackers can use this emotional context to exploit your vulnerabilities.

Why You See Ads Based on Conversations: The Power of Permissions

One of the most controversial aspects of data collection is the ability of apps to access your phone’s microphone. Some apps request permission to use your microphone, often for legitimate purposes like voice commands or video calls. However, there’s growing concern that some apps may be listening to your conversations to gather more data about you.

While most companies deny actively listening to your conversations, the technology to do so exists—and it’s not impossible for bad actors to exploit this capability. What’s more concerning is that even without active listening, the sheer volume of data being collected from your online activity is enough to predict what you’re talking about. If you’ve been browsing for new shoes, for example, it’s not surprising that ads for those shoes start appearing on your feed, especially when companies can connect your browsing history with your social media interactions.

Understanding that your data is being collected in ways you may not even realize gives you the power to take control of your online privacy.

How to Protect Yourself from Social Engineering and Data Collection

Staying safe in an ever-connected world requires more than just using strong passwords. You need to be aware of what you’re sharing, how it’s being used, and what steps you can take to protect yourself. Here are some tips to keep your data secure and guard against social engineering attacks:

Review and Adjust App Permissions

   Many apps request more access than they need. Regularly review the permissions you’ve granted to apps—especially access to your microphone, camera, and location. Disable any permissions that seem unnecessary.

Be Skeptical of Urgent Requests

   Social engineering often relies on creating a sense of urgency or fear. If you receive a message or email that pressures you to act quickly, take a moment to verify the source before responding. Legitimate organizations will never ask for sensitive information via email or text.

Limit What You Share on Social Media

   Be mindful of what personal information you’re sharing publicly. Avoid posting your full name, location, or details about your daily routines. Cybercriminals can use this information to craft convincing attacks.

Enable Two-Factor Authentication (2FA)

   Adding an extra layer of security with two-factor authentication makes it much harder for attackers to gain access to your accounts, even if they manage to steal your password.

Verify the Source Before Clicking Links

   Whether you receive an email, text, or social media message with a link, always verify the sender before clicking. If something seems off, it probably is.

Use Encrypted Messaging Apps

   Apps like Signal and WhatsApp offer end-to-end encryption, which means your conversations are secured from eavesdropping by third parties. Be sure to use secure communication methods when sharing sensitive information.

Be Cautious of “Too Good to Be True” Offers

   If you come across an offer that seems too good to be true—like free gift cards or unbelievable discounts—it’s likely a scam. Cybercriminals often use baiting tactics to trick you into downloading malware or providing personal information.

 Educate Yourself and Your Family

   Make sure everyone in your household understands the risks of oversharing online and the dangers of social engineering attacks. Regularly discuss online safety habits, such as verifying requests for sensitive information and avoiding suspicious links.

Be Aware. Be in Control.

In a world where data is currency, staying aware of how your information is being collected and used is the first step toward protecting yourself. Cybercriminals are becoming more sophisticated in their methods, using data from social media and apps to craft highly personalized social engineering attacks.

By being mindful of what you share online, regularly adjusting your app permissions, and staying alert to potential phishing and manipulation attempts, you can take control of your online privacy and reduce the risk of falling victim to social engineering. Knowledge is power—so arm yourself with the right tools to stay safe in this ever-connected world.

#SocialEngineering #DataPrivacy #TargetedAds #CyberAwareness #BeInControl