By using platforms such as Facebook and Instagram, the amount of personal data collected is much greater than most people imagine. A large proportion of all this information It is used for a very specific purpose: personalized and targeted advertisingArtificial intelligence analysts from companies such as AIPRM have revealed that up to 86% of the data captured by these social networks are directly related to advertising strategies.
This percentage makes both Meta apps the leaders in terms of using collected data for commercial campaigns, ahead of apps such as Klarna (64%), Uber and Uber Eats (57%). The volume of information used for these purposes has barely changed in recent years, despite constant privacy debates and frequent regulatory updates.
What kind of data do Facebook and Instagram collect for advertising?
Meta's social networks They are not limited to collecting basic data such as name or email. Tracking covers things like preferences, contacts, location, purchasing history, browsing habits and intimate data. such as emotional status. All of this is processed with tools of Artificial Intelligence to create detailed profiles and optimize ad targeting.
Actively, Facebook tracks 62% of all available personal user information, while Instagram tracks 55%.Uber Eats remains on the list with 50%, according to analyses conducted in this sector. This collection work is not limited to what is necessary for the app to function, but seeks to constantly refine each user's advertising profile.
The data collected not only are used internally. Facebook and Instagram too They share a high percentage of this information with third parties: Instagram shares 79% and Facebook 57% of the data collected. Other platforms such as LinkedIn and Uber Eats also appear in these rankings, although with slightly lower numbers.
Growing concerns about privacy and data use
The massive accumulation and processing of data responds to the clear commercial interests of the platforms. These networks have become infrastructures for digital marketing., where ad personalization is key to maximizing revenue.
According to experts, most users is not fully aware of the scope of the information he is providing"Few people read privacy policies carefully," AIPRM emphasizes, which facilitates the massive transfer of data without real knowledge of its destination or use.
Privacy concerns, however, is increasingData from the International Association of Privacy Professionals (IAPP) shows that 68% of consumers express concern about the management of their personal information. These concerns are already reflected in behavior: 85% of users have deleted an app from their mobile device in the last year.82% preferred not to share sensitive data, 78% avoided accessing suspicious websites, and 67% avoided online purchases for fear of their data being misused.
For those who want to better control their privacy, both Both Android and iOS offer specific panels and settings. where permissions can be reviewed and modified, thus limiting tracking and data extraction.
