"As the alleged surveillance might be happening through third
party advertising networks, the most important conversation to be
had is how to ensure user privacy is protected while preventing the
negative impact on the whole advertising industry and the countless
mobile apps that rely on ad networks," Rovio Entertainment CEO
Mikael Head
said in a statement.
Mr. Head added that if the ad networks are being used for
spying, Rovio will reevaluate working with those ad tech
intermediaries "like all other companies using third party
advertising networks."
It's not clear which networks were responsible for Rovio's
vulnerability. The Guardian cited Millennial Media as one vendor. The
mobile ad network Millennial bought last August,
Jumptap, has also previously worked with Rovio. Google published
a case study in 2010 touting how Rovio used the search giant's
mobile ad network AdMob.
The report may draw more regulatory scrutiny to third-party
companies, such as ad tech firms, that collect and use people's
information to target them with ads. Federal Trade Commission
commissioner Julie Brill has said that the
middlemen storing and selling that information, called data
brokers, are on her radar.
The Guardian report is the latest revelation to stem from
whistleblower Edward Snowden's document trove that last summer
revealed how the NSA's PRISM program accesses people's
information through technology companies including Google, Yahoo, Apple,
Microsoft and Facebook.