Every Facebook user pays homage to them for their ability to
display advertisements according to a wish list they just created. But how can Does the American giant perform such a magic trick? The qualification of the
"magic trick" is no longer appropriate as researchers from Princeton
and North Eastern University have been able to find out what is behind the
curtain: misleading maneuvers that make it possible to learn more about users
under the guise of "security needs".
Targeting based on personal data
This information was first shared by the Gizmodo media and
then picked up by many online news sites such as Le Figaro. Facebook
abuses its followers by using lies to steal personal information and use it to
the satisfaction of its affiliate companies. When requesting this information,
he particularly speaks of "security reasons". Of course, every
computer security professional sees double authentication as a way to protect
against intrusive attempts, but it could also be a way for the affected media
to have data at hand. Use for advertising purposes.
In particular, these researchers found that Facebook wanted
information like email addresses and emergency numbers for its Custom Audiences
advertising product. It is an online service that allows businesses to purchase
advertising on the social network to ensure that it is targeted directly to
people who are interested in their products and/or services. In this case,
Facebook will not hesitate to provide the names of the users with the same
connection address.
An illegal practice
Does Facebook have the right to perform such a maneuver? The
answer is no. In addition, more and more users are expressing their opposition
to this targeting based on personal data. The social network certainly knows
him. However, this did not prevent him from indulging in this practice, and
worst of all, even users who disabled this targeting system fell victim to it.
If the social network had its headquarters in Europe, it
would already have been prosecuted for non-compliance with the general
regulation on personal data. Indeed, in the old continent, justification for
the use of any collection of private information is always required. The reason why
few European users complain about such a practice that weighs on Facebook. This
should come as no surprise as this maneuver can result in a hefty fine, which
can represent 4% of the company's global sales.
The researchers went further in their studies and confirmed
what many journalists had suspected for several years: the use of users'
personal information to make suggestions from friends. Unfortunately, the
social network is not yet ready to give up such practices. By when? Maybe until
a fine is imposed.
