What does Quebecor intend to do with the personal information that its new QUB application requires from each of its users in exchange for free access to topical content from its various media properties? This is the question posed since the launch of the application at the end of last week of digital specialists concerned with respect for the private life of the public.
In the details displayed in the app store for Apple devices, one can see what QUB is asking to get from its users: geolocation, web browsing and online search history, device ID, etc. This, in addition to the name, age, gender and postcode.
In addition, Videotron customers who activate QUB on their mobile will subsequently receive a message indicating that, since they are doing business with this other Quebec subsidiary, they will be entitled to any exclusive benefits that are not specified.
“I suspect that, very soon, all Quebecor entities will require the use of this same account, whether for Videotron, Illico, the Journal of Montreal or any other service, ”believes Stéphane Hamel, an independent specialist in digital marketing who has taken a closer look at how QUB works. According to him, there is an “obvious link” between the distribution of digital content in QUB and the Quebecor advertising network which will allow him to identify precisely where people are in the Quebecor ecosystem and to obtain a detailed portrait of their habits. of consumption.
“Can we blame Quebecor for wanting to have its own Google ID and for wanting to exploit advertising to its fullest? “Asks Mr. Hamel in a message sent in writing to To have to.
I suspect that, very soon, all Quebecor entities will require to use this same account, whether for Videotron, Illico, “Le Journal de Montréal” or any other service.
The value of data
On the Internet, the adage says that if a service is given to you absolutely free, it is because you are the product of it. The way you use it and the information you give it can then be used or resold for other purposes. The practice is very common on news or online shopping sites and, of course, on social networks.
Despite recent changes in practices that have led to the abandonment of certain uses deemed excessive (such as tracking from one website or application to another), Amazon, Google and Facebook are all big followers of this collection of data. information.
These digital giants gain a better understanding of the behavior and habits of millions of consumers, information they can then use to present them with tailored targeted advertising. The more targeted the advertising, the more it costs advertisers – and the more profitable advertising platforms are for their owners.
Quebecor does not act differently from these three in the way its application collects personal information.
Like other platforms
“It is important to emphasize that QUB is in no way different from the many other local and international platforms that routinely request information when creating an account”, explains one at Quebecor in response to questions from Stéphane Hamel. .
“As you know, this information makes it possible to offer certain additional services to users, such as personalization (content and advertising),” adds the Quebec company.
A certain level of access and identification is also required to facilitate the creation by users of playlists or even a personal library containing some richer content individually sorted, such as streaming music.
Obviously, the goal is to advertise very well, but the risk of slippage on the side of privacy is significant.
“Know that we respect the laws and regulations governing the collection and use of personal information,” adds the Montreal company.
Laws and regulations that seem to satisfy the millions of Internet users who visit the sites and services of digital giants on a daily basis. The question may not be how Quebecor acts specifically, but how the online advertising market works more generally, it is said within the subsidiary that designed the QUB application.
Stéphane Hamel comes to the same question about the benefits of advertising targeting, given the risk it entails. “Obviously, the goal is to advertise very well targeted, but the risk of slippage on the side of privacy is important,” he fears.
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