Lurking Beneath the Surface: Hidden Impacts of Pixel Tracking
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Saturday, March 18, 2023
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Both cases highlighted the use of third-party tracking pixels, which enable platforms to amass, analyze, and infer information about user activity.
Key Points:
- Both cases highlighted the use of third-party tracking pixels, which enable platforms to amass, analyze, and infer information about user activity.
- Tracking pixels have evolved from tiny, pixel-sized images on web pages for tracking purposes to include a broad range of HTML and JavaScript embedded in web sites (and email).
- [8] Companies who are interested in pixel tracking must first choose a pixel tracking provider.
- One way to monetize pixel tracking is for companies to use the tracking data collected to improve the company's own marketing campaigns.
- Traditional controls such as blocking third party cookies may not entirely prevent pixels from collecting and sharing information.
- Pixels are widely considered an industry standard tool, but the GoodRx and BetterHelp examples show that they may collect sensitive data.
- *Some pixel tracking methods ostensibly attempt to remove personal information but may in fact still leak enough information to identify an individual.