Do they know where you are?

Tech tips -

This week's column is intended to get you thinking about an emerging technology. Often referred to as Location Aware or Location Based Applications, these are bits of software that target services to you based on your geographic location.

Although not a new idea, these types of applications are just starting to come into their own.

If you have spent any time on the internet at all, you have certainly seen ads targeted to you by listing the community where you are currently located. Someone was looking over my shoulder the other day as we were both looking at a website. He immediately drew my attention to the ad running down the right side of the page. That ad was asking me if I wanted to meet singles in Port Aux Basques for a romantic rendezvous. The ad went on to list a bunch of nick names and ages that just had to meet me tonight. He said to me, "that is why I always use ad blocking software because I am scared to death that I am going to be downstairs surfing and my wife is going to walk in and see one of those ads, think I am up to no good, and then she is going to kill me!"

That is a pretty mild example; well, at least mild for me, maybe not so much for him. These types of ads are easy to distribute because your location is easily discernable from the IP address that your computer is using to access the internet.

But, now this idea is quickly becoming very popular on mobile devices like your smart phone.

Take Google Latitude for example. This is an application you can install on a wide range of mobile devices (like your Blackberry or iPhone) that lets you share your physical location with your friends and family via Google maps and iGoogle. Other people (those you authorize) can find your actual location on a map as you move about town on your daily business. Automatic background updating would be done using cell id and WiFi.

Maybe you are not that interested in Google Latitude, but other location based apps might have something to offer. Other services give you instant traffic or weather updates, again obtaining your location automatically.

Of course, you know the advertising community has to get a piece of the mobile market. Could there be a better way to direct your advertising than to place it on the cell phone of a person walking down the street next to your business? Services like these are not that futuristic! Location based advertising is going to be one of the driving forces for location aware application development. There really isn't much point developing an application unless it can be monetized. If you want to see some of the latest development on mobile ads, you should check out gigaom.com and search for the post "Mobilize: The Dawn of Location-Aware Mobile Ads" You should watch some of the on-demand video from "Mobilize 09" as these guys discuss how to make use of knowing where a mobile user is. It is absolutely fascinating!

Anyway, my point behind this column, and maybe it has already crossed your mind, do these apps infringe on my privacy? Although you will have to agree to the terms and conditions before downloading and installing these various applications, I still have the feeling that there is something sinister about someone being able to know my whereabouts because I am carrying a smart phone in my pocket and I have installed their application to help me find a hotel or restaurant when I travel out of province on a vacation or for business. Maybe it is my age, but I can't help but think that big brother maybe watching.

reporter@gulfnews.ca