TikTok App: What Does it Do with Your Online Data?

As TikTok continues to grow in popularity, concerns are being raised about what happens to user data once it's collected by the app. Unfortunately, there's no straightforward way for consumers or privacy researchers to verify these claims. According to a spokesperson from TikTok, the company doesn't use the data to group individuals into specific interest categories for other advertisers to target.

However, if you visit a website that has TikTok pixels installed on it, your online activity can be tracked and shared with the app. This includes your IP address, unique ID number, page views, and even what you're clicking, typing, or searching for. The data is aggregated and used to improve the effectiveness of TikTok's advertising services.

A recent study by Disconnect found that hundreds of organizations are sharing data with TikTok, including advocacy groups like Planned Parenthood and hospitals. Even government websites, such as the Arizona Department of Economic Security, are transmitting information about user activity to TikTok. This raises concerns about how sensitive subjects can be tracked and potentially used for targeted advertising.

The study also discovered that many popular websites have TikTok pixels installed on them, including retailers and companies like Weight Watchers and the United Methodist Church. It's worth noting that while Google and Meta (the parent company of Facebook) have a larger number of trackers, TikTok's trackers are already widespread.

Experts believe that as TikTok's advertising business continues to grow, so will the amount of data being collected. Patrick Jackson, chief technology officer at Disconnect, was surprised by the extent of TikTok's tracking capabilities and notes that many people may not realize that their online activity is being monitored.

As a result, it's essential for users to be aware of how their data is being used and to take steps to protect their privacy online. With TikTok's trackers already embedded on so many websites, it's crucial to stay informed about the app's practices and ensure that you're taking advantage of available privacy settings to minimize your online footprint.

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