Comme Facebook et Google, TikTok propose à des milliers de sites d’intégrer des mouchards destinés au ciblage publicataire. Une enquête permet d’évaluer cette pratique au sein du groupe chinois.
Des recherches de chaussures, de billets de train, ou des problèmes de santé? Votre activité sur le Web est suivie à la trace par de nombreux “mouchards” numériques, présents sur des millions de sites. Ils appartiennent notamment à Google et Facebook, qui enregistrent vos errements numériques pour mieux vous proposer de la publicité en ligne. Mais TikTok est désormais très présent à leurs côtés, relève une enquête publiée par l’association américaine de consommateurs Consumer Reports.
Pour comprendre l’ampleur du phénomène, l’étude de Consumer Reports a analysé 20.000 sites Web, dont un millier figurant parmi les plus populaires outre-Atlantique. Résultat: des centaines d’entre eux utilisent le “pixel TikTok”, un bout de code informatique permettant d’enregistrer la visite de chaque internaute sur une page Web en question. Les informations collectées concernent par exemple l’adresse IP de l’utilisateur, mais aussi un numéro d’identifiant unique, alloué par TikTok, afin de dresser un profil complet et traçable.
Des informations parfois sensibles
Sur Facebook, Google, comme TikTok, ces informations sont autant de marqueurs pour diffuser de la publicité ciblée sur l’une de leurs plateformes, comme Facebook, Instagram, ou Gmail. De leur côté, les marques acceptant d’intégrer ce “pixel” peuvent ensuite acheter cette publicité pour convaincre un client qui aurait passé du temps sur leur site Web, mais aussi à des fins d’analyse statistique.
Pour cumuler le plus d’informations possible, les mouchards de Facebook, Google et TikTok créent une fiche pour chaque internaute. Pour ceux qui utilisent leur service, afin de les retrouver par la suite et leur diffuser de la publicité ciblée, mais également pour tous les autres, dont les adresses IP et les habitudes restent ainsi répertoriées.
Comme le rappelle Consumer Reports, ces informations sont pourtant loin d’être anodines, lorsque les sites partenaires de TikTok hébergent des pages dont la consultation peuvent en dire long sur l’internaute. Parmi les exemples de partenaires cités, la célèbre marque de régimes Weight Watchers, le planning familial américain, ou encore un site diffusant des informations sur les dysfonctionnements érectiles. Et ce alors que les conditions d’utilisation de TikTok interdisent en théorie à ses partenaires de lui fournir des informations liées à la santé.
Si ces pratiques sont courantes et connues de longue date concernant Facebook et Google, elles posent de nouvelles questions concernant TikTok: malgré le succès de l’application, le nombre d’Occidentaux ne l’utilisant pas et susceptibles d’être suivis malgré eux est bien plus important. Par ailleurs, l’entreprise transmet des données vers la Chine, sans n’avoir jamais précisé lesquelles. Comme de nombreuses entreprises chinoises de la tech, elle a par ailleurs signé des engagements de coopération avec son gouvernement.
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