Meta and TikTok are using tracking pixels to monitor users' activities on third-party websites after they click on advertisements, according to a new report. The tracking technology enables these social media platforms to collect sensitive personal information including credit card details and geolocation data from users who navigate to advertiser sites.
The scope and severity of this data collection extends beyond typical advertising metrics, encompassing financial information and precise location tracking. Users remain unaware that their activities on external websites continue to be monitored by the social media platforms after clicking through advertisements.
The tracking mechanism operates through small pieces of code called pixels that are embedded on advertiser websites. When users click on ads and visit these external sites, the pixels transmit data back to the social media companies, creating a continuous surveillance loop that extends beyond the platforms' own domains.
Currently, users have limited options to prevent this cross-site tracking without completely avoiding clicking on social media advertisements. The companies have not announced specific changes to their tracking practices or provided clear opt-out mechanisms for users concerned about this data collection.
This revelation adds to growing concerns about the extent of data collection by major social media platforms and raises questions about user privacy protections in digital advertising ecosystems.