Today the world has learned the name of an advertising company who has been tracking ~1.3 billion people per month via their access to the global advertising bid stream and selling that data via a subsidiary they own. This includes selling mobile data from U.S. military service members in Europe.
That company is Eskimi ā eskimi[.]com.
@404 Media and @Wired are out with pieces today already ā
https://www.404media.co/eskimi-2/
https://www.wired.com/story/rtb-location-data-us-military/
Now what does this mean for the world?
As I said in the articles, āThereās a global insider threat risk, from some unknown advertising companies, and those companies are essentially breaking all these systems by abusing their access and selling this extremely sensitive data to brokers who further sell it to government and private interests.ā
Essentially, the global advertising bid stream is a giant trust fall, which companies like Google are failing to police. Companies like Eskimi would never have access to this amount of data unless they are approved by companies like Google via their āAuthorized Buyersā program. And currently, Eskimi is still in this program and still right now ingesting bulk advertising data all over the world.
But how didnāt Google catch this? How did this go on for years without any public disclosures or serious investigations? How did Google miss that Eskimi has a subsidiary called RedMob (redmob[.]io) which openly brags about the advertising data they are selling?
At this point, knowing what the public knows about these advertising systems, how they have been used for offensive attacks and used to track sensitive people, including members of the government and military, why isnāt more being done?
Why does Google keep acting surprised that the global advertising bid stream - the RTB ad tech flows ā are powering the global data broker ecosystem?
Everyone who has bought data from a global data broker knows that the vast majority of the data contains āMobile advertising IDsā (MAIDs) - IDs created by Google and Apple via software on their devices. And yet Google and Apple continue to do nothing to evolve these ID schemes?
And Google is not only providing the join keys to track people via these MAIDs, they are also approving companies like Eskimi to access the bulk data in the bid stream!
The world can not continue ignoring the threat of data brokers who are allowed to operate unrestricted within the global advertising bid stream. We can not keep ignoring that advertising systems power *all* of the major data broker schemes.
Iām personally horrified that Eskimi has gone this long without any scrutiny, but not shocked that Google gave an unserious answer about how they would police this behavior. Companies like Google who control both the ID schemes and the access to the bulk user data, need to get far more serious about investigating all of the companies that have access to this sensitive waterfalls of user data.
I stand behind my position that advertising companies are merely surveillance companies with better business models, but donāt think the public should accept that as a permanent reality.
Please take the time to read these pieces and internalize what this means for everyone in the world. Ad tech data is being used to track not only U.S. military members in Europe, itās tracking essentially everyone who doesnāt turn off their MAIDs. If you are a member of the ad tech community ā what are you going to do about the state of the industry that is facilitating this type of abuse?




