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Big Tech Firms Tighten Up on Privacy

ONLINE PRIVACY—U.S.

March 25, 2013

As the Federal Trade Commission steps up efforts to hold vendors responsible for protecting personal information, Apple and others are ramping up privacy protections. Apple has introduced two-factor authentication for purchases on its platforms and announced a change from its Unique Device Identifier (UDID) to the Identifier for Advertisers system (IFA), reports CSO. The IFA is a random, impermanent number that cannot be used to identify the device user, unlike the UDID. Meanwhile, Google is shuttering its Google Reader service in efforts to avoid future privacy mishaps, according to one report, and Mozilla is changing its Persona privacy policy to better reflect its practices. The company says it noticed “we claimed we were retaining data which, in fact, we do not retain.”
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