Surely many users of social networks have been surprised on several occasions by the advertising and content so personalized according to their tastes and needs that appears on the different digital platforms in the middle of browsing.
According to a statement made by URL Genius, on average mobile applications contact 15 domains, of which 80% correspond to third parties.
Regarding social networks, the research showed that the short video platform, Tik Toktogether with YouTube, are the ones that share the largest amount of data with third-party companies, Tik Tok shares the data of its users with up to 13 different third-party companies and with one belonging to its own domain, a figure that places it above the average , according to URL Genius.
YouTube, for its part, shares user data with 14 different contacts, of which 10 are from its own company.
In the analysis of the experts and to better understand the scope of the exploitation of data by the applications, Livia Gammardella, digital coordinator of Latam Intersect PR, indicated that “this does not necessarily mean that the data is being commercialized, but rather that it is They use it so that the platform grows, has a greater reach and that the user experience is better and more addictive”.
These two are followed by Twitter, with six third parties and three own domains, and Telegram with nine external companies. Linkedln is below the average for the social network segment, with two external companies and two internal ones; Instagram, with two third parties and an internal domain, and Facebook, which is shared with a single third party (see graph).
The study also revealed which are the categories that share the most data, with magazine and news apps sharing the most, with 28 and 23 contacts respectively.
In the case of music applications, after YouTube are Spotify, with 12 third parties and seven internal ones; followed by Amazon Music, with five third parties and 12 internal ones. In messaging, after Telegram, there is Facebook Messenger and WhatsApp, each with an internal domain.
All this because, according to Thoran Rodrigues, CEO of “BigDataCorp”, “TikTok, Facebook, Instagram, and even LinkedIn itself, allow any company to make targeted ads to profiles with certain behaviors or preferences that have been mapped from the interactions of the users, with the content and with the information that they complete in the profiles”.
As for video games, the ones that share the most data are Words, Roblox and Angry Birds.
App ways to share data
According to Rodriguez, there are two different ways these platforms market information. The first, according to the expert, is the easiest to understand and the most obvious: in the form of advertisements. In this, the platforms make the data available in the form of targeting criteria so that advertisers can design their campaigns. The second one is through the APIs that these platforms market, which are available for companies to access them; these are interfaces with direct access to user data.
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