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Smartphones are chock-full of the type of personal information that can match a prospective customer with a perfectly-targeted ad, so Google uses the data located on your device to learn about who you are and what you enjoy. But you don't have to helplessly watch as Google collects your data — you can protect yourself with the following tips.
Using what's known as an advertising ID, Google provides advertisers with identifiable information about you, such as your location and what apps you are using. Wired has an amazing article which shows how this data can be used by any individual (not just corporations).
Google does provide some control over this data by allowing you to opt out of personalized ads. By doing so, you will prevent access to your unique advertising ID to advertisers. To opt out of ads, head to your phone's main settings menu and select "Google." From there, choose the "Ads" option and select "Opt out of Ads Personalization" to disable it.

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