Gravy Analytics Data Breach: Millions at Risk as Location Data Leaked
A major security breach at Gravy Analytics, a leading location data broker, has compromised the privacy of millions worldwide. Sensitive location data collected from popular smartphone apps—including fitness trackers, dating platforms, and navigation services—has been exposed, revealing individuals’ movements, workplaces, and travel patterns.
Key Details of the Breach
- Scope: Tens of millions of location data points leaked
- Source: Data harvested from consumer apps via ad networks
- Impact: Potential tracking of individuals’ daily routines and sensitive locations
How the Breach Occurred
The breach was first reported when a hacker posted samples of the stolen data on a Russian cybercrime forum. According to filings with Norwegian authorities, parent company Unacast confirmed the breach resulted from a “misappropriated key” in its Amazon cloud environment.
“This incident highlights the growing risks posed by the largely unregulated data broker industry,” noted digital privacy experts.
What Data Was Exposed?
Security researchers analyzing the leaked dataset found:
- Over 30 million location data points
- Device movements near sensitive locations (White House, Kremlin, military bases)
- Potential identification of military personnel via location patterns
- Tracking of individuals across state lines (e.g., New York to Tennessee)
Visualization of exposed Tinder user locations in the UK (Credit: Baptiste Robert/X)
Special Risks for Vulnerable Groups
The breach poses particular dangers for:
- LGBTQ+ individuals in countries where homosexuality is criminalized
- Government/military personnel whose movements could compromise security
- Ordinary citizens susceptible to stalking or harassment
The Role of Ad Networks in Data Collection
Gravy Analytics primarily gathers location data through:
- Real-time bidding (RTB) in digital advertising
- Collection of “bidstream” data from app ad auctions
- Aggregation with other data sources to build comprehensive profiles
Popular apps like Tinder, Grindr, and FlightRadar were implicated, though most deny direct data-sharing relationships with Gravy Analytics.
Regulatory Context
The breach follows recent FTC action against Gravy Analytics, including:
- Ban on selling Americans’ location data without consent
- Sanctions for tracking sensitive locations (healthcare facilities, military bases)
Protecting Yourself from Location Tracking
Recommended Privacy Measures:
For All Users:
- Use reputable ad blockers
- Limit app location permissions to “when in use”
- Regularly review and revoke unnecessary app permissions
iOS Users:
- Go to Settings > Privacy > Tracking
- Disable “Allow Apps to Request to Track”
Android Users:
- Navigate to Settings > Privacy > Ads
- Delete advertising ID (or reset regularly)
Ongoing Investigation
- Unacast/Gravy Analytics investigation continues
- UK ICO confirms receipt of breach notification
- Company websites remain offline at time of reporting
This story is developing. Check back for updates.
For secure tips: Contact Zack Whittaker via Signal/WhatsApp (+1 646-755-8849) or TechCrunch SecureDrop.
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