Adverts to track users across mobile devices

The new iPhone 5 is displayed during an Apple special event at the Yerba Buena Center for the Arts on September 12, 2012 in San Francisco, California
Cookies will collect data from your mobile phone that will later be used to build up a snapshot of you as an advertising profile Photo: Getty Images

A database created by the company Drawbridge gathers information on users' separate devices and builds up an anonymous profile of them through monitoring their browser type and time spent on websites.

A user profile is generated through an analysis of "cookies," which track users clicks on websites, producing statistics that indicate the likelihood of a trail of clicks being from one human source.

So far the company has created profiles connecting 200 million users, which it hopes will be used to target them with advertisements relevant to their interests.

Although the data contains no login names or location information, Drawbridge is confident that users' web habits alone are informative enough to target them very precisely, and to follow them across different platforms for web browsing.

A spokesman for the UK's Information Commissioners Office, which oversees what is done with personal data, told the BBC that Drawbridge would have to ensure certain safeguards were kept before any UK launch.

The data would have to be truly anonymised and individual identities should not be revealed,

By Staff 12/07/2012 02:29:00