YouTube and TikTok Track Customers More Than Any Other Social Media App, Study Says: What Are The Privacy Concerns?

TikTok and YouTube are the two social media apps that track most users’ personal data, according to a recent URL Professional research .

To reach this particular conclusion, the marketing company used Apple’s new “ Record App Action ” feature , which allows customers to know which apps communicate to diverse networks, conserving a summary of data, sensor, and internet access by app, plus made a research across 200 apps and 20 various app categories to find out how they track users’ personal information.

YouTube — owned simply by Google — made probably the most contacts with first-party networks (71%) and TikTok — owned by ByteDance — mostly with third-party trackers, which raises many uncertainties regarding privacy and security.

In this article, we explore the final results of this study and some problems around data privacy that involve users, companies, plus marketers.    

Do you know the key discoveries?

URL Guru research showed that the typical number of contacts for social media apps is 6. However , YouTube and TikTok had been above this number, along with 14 network contacts respectively.

It is worth noting how the study estimated how many different domains track a user’s activity over the course of one go to, before logging into a merchant account, so the number may boost for the users who are logged into accounts, according to the research.


For YouTube, 71% of the trackers were first-party network contacts. This implies the data collection is for its own purposes, frequently to serve appropriate ads to the users. All of those other contacts (4) were from third-party domains.


TikTok, on the other hand, showed more concerning results, thirteen of the 14 network connections were from third-parties , and the tracking happened even if the users didn’t allow tracking in the app settings.

This implies they can gather information through when you open the application and before you even register. This includes and it’s not limited to information like your location, IP address, the device you are using, search history, etc .

According to the research, “Consumers who have not granted permission to be monitored will be alarmed by the variety of 3rd party networks contacted by apps – even with minimal app use”.

The risk of third-party: what are the privacy concerns?

Given that we are talking about third-party system contacts, you may wonder, exactly why is this so problematic? The solution is: there are many questions unsolved.

  • Who is tracking this data?
  • Exactly what data is shared and how will it be used?
  • What about the activity tracking to sites after leaving the particular app?

Further, the particular consumers can’t disable the potential trackers, so if they want to prevent this, their only alternate is not to use the app.

Data privacy scandals: this is not the first time

This is neither the first nor the last scandal associated with data privacy. In the past, businesses like Search engines and Fb have also been involved in controversy over “ unfair marketing practices” that have severely affected their particular brand image.

One example could be the Cambridge Analytica scandal, in which the personal data of millions of Facebook users were gathered without consent and then employed for political advertising. Since then, Mark Zuckerberg’s company has faced numerous challenges to gain the trust of online users. In 2021, according to the “ ALL OF US Digital Trust Benchmark Report”, the social network platform was considered minimal trustworthy for the second yr in a row.

Another case is Google, which in The month of january 2022 had been sued in the US over deceptive and unjust practices to obtain user place data, and has been connected to other relevant data scandals.

Is user tracking the only method to obtain relevant data?

Information collection has become the focus of the conversation among social media customers in the last few years.

Furthermore, with all the implementation of new privacy regulations around the world, users are increasingly interested in topics such as consumer data ownership and the digesting of their data.

One example is Apple , which launched the App Tracking Openness to request permission from users just before tracking them across other apps and websites.

So , is user tracking the only method to generate effective marketing methods? The answer is no.

We know just how essential data is for your own digital advertising efforts ! However , at this point more than ever, companies must discover other ways to reach their viewers and reconsider technology as a way to serve the user and boost their experience, instead of affecting it. Privacy matters! So companies need to reconcile business and privacy demands.

To reach that goal, we recommend you use first-party data strategies plus tools that may comply with personal privacy and transparency requirements. This will be key to strengthening customer relationships and increasing brand value via trust.

Of course , this process will take time, but the shift will be urgent to upgrade your own strategies, now that users can easily see for themselves how many systems the apps they use are usually sharing data with.

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The post YouTube and TikTok Track Users More Than Every other Social Media App, Study Says: What Are The Privacy Concerns? appeared first on Rock Articles .

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