Geolocation tracking allows users to track devices like cell phones across a long or short range. Some of the more popular uses for location tracking are to find lost phones and to keep tabs on keys and wallets. Some people even use GPS dog collars and trackers to keep an eye on their pets!
However, because the technology is transmitted across a range, the data is stored and can be sold or stolen.
Even more nefarious instances include people using Bluetooth trackers, like Apple AirTags, to keep tabs on people.
Kochava is not the only company facing lawsuits over its location data. Apple is named in a class action lawsuit because of their AirTags. Learn more about the risks of AirTags and how to keep them safe on our YouTube channel.
Bad actors use Bluetooth tracking devices for stalking and harassment. Some tracking services, including Apple devices, now allow users to see if they are also being tracked.
Overall, geolocation tracking can be helpful for keeping an eye on kids who are out and about, following luggage on a long journey, and ensuring you never misplace your keys again. But, the data can be misused, and the question of what it means to injure consumers through private location data is at the heart of the FTC vs. Kochava lawsuit.