The Great Privacy Debate: What Do Social Networks Really Do with Our Data?

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26 Apr 2024

In a world where digital connection is as vital as the air we breathe, social networks and internet companies have become the guardians of our digital lives. But what's really going on behind the bright screens and friendly interfaces? This article unravels the mystery of how our online interactions are transformed into the digital gold of the 21st century.

The Digital Exchange Currency

Every click, every like, every post we make is a piece of the puzzle that, once assembled, reveals a detailed portrait of who we are. Social networks, such as TikTok, Facebook and Instagram, not only give us a platform to express ourselves but also use our data to shape trends and behaviors. This data is the fuel that powers targeted advertising, a powerful tool that can predict with astonishing accuracy what we might want to buy or explore next.

The Price of 'Free'

The question that many ask is: at what cost does this 'free' service come? The answer is our privacy. Internet and social media companies collect, store and, in some cases, sell our data to third parties. Although this may sound alarming, it is the unspoken agreement that many of us sign when creating an account. However, transparency in this process is often lacking, and users rarely fully understand the extent of this exchange.

The Double Edge of Connectivity

On the one hand, data-driven personalization can improve our online experience by showing us content that is relevant and engaging. On the other hand, there is a risk that our data may be misused or compromised. The AEPD warns about the risks to our security and privacy that come with sharing personal information online.

The main companies that trade with user information are known as 'data brokers'. These companies collect data from multiple sources, process it, and sell it to third parties. Data brokers operate in a market that, although legal, is usually not very transparent for the general public.

Among the best-known companies in the collection and trading of personal data are technology giants such as Google and Meta (formerly known as Facebook). These companies use the data to target ads and personalize the user experience on their platforms. In addition, there are other companies specialized exclusively in the sale of data, which are not as well known to the public but which play a significant role in the data economy.

Apple, on the other hand, has questioned the practices of these companies and implemented new privacy features that restrict how mobile apps collect data about users to target ads.

Companies acquire information from users through various strategies to better understand their customers and improve their competitiveness. Here are some of the main ways companies capture data and how they use it:

Web activity:

Online companies track users' cookies when they visit their websites. Based on this information, they monitor user navigation: the time spent on the site, the pages visited and the purchases made.
This allows them to tailor the user experience and deliver relevant content.

Feedback:

Companies use forms, reviews and comments to obtain feedback from consumers.
By rewarding this feedback with discounts or coupons, they can improve their products and services.

Applications (Apps):

Apps provide an ideal way for businesses to collect and track data on user preferences.
For example, Apple uses data collected in the iPhone Health app to understand users' lifestyles and develop products that improve their habits.

Additionally, there are data brokers who buy and sell personal data. These intermediaries collect information from consumers and bundle it into packages that they then sell to third parties. Data brokers have a wealth of information about users, from the most mundane to the most sensitive, such as health problems, marital status, criminal records, and income level. This information is classified and sold to advertisers and other interested parties.