Privacy measures that are meant to preserve the anonymity of smartphone users are no longer suitable for the digital age, a study suggested on Tuesday. Vast quantities of data are scooped up from smartphone apps by firms looking to develop products, conduct research or target consumers with adverts. In Europe and many other jurisdictions, companies are legally bound to make this data anonymous, often doing so by removing telltale details like names or phone numbers. But the study in the Nature Communications journal says this is no longer enough to keep identities private. The researchers say …