Digital Advertising: What is a Tracking Pixel?
Photo: Adobe
In Digital Advertising, a Pixel, often called a “Tracking Pixel”, is a piece of code placed on a website page to collect data. Tracking Pixels are often used for retargeting ads, which just means showing ads to people who have already visited an app or website.
According to the Federal Trade Commission, “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).[6] Tracking pixels can be hidden from sight and can track and send all sorts of personal data such as how a user interacts with a web page including specific items a user has purchased or information users have typed within a form while on the site.[7] Businesses often want to use them to track consumer behavior (pageviews, clicks, interactions with ads) and target ads to users who may be more likely to engage or purchase something based on that prior online behavior.[8]” (Source:Lurking Beneath the Surface: Hidden Impacts of Pixel Tracking)
Tracking Pixels can track the below activities:
Websites Visited
Page Views
Clicks
IP Address
Device information
Location Data
Engagements
This information is often used to target ads to consumers. So how do Digital Tracking pixels work? According to the Federal Trade Commission, “Companies who are interested in pixel tracking must first choose a pixel tracking provider. The provider will then generate a tracking pixel, a small piece of code that will be placed into the website or ad and define their tracking goals such as purchases, clicks, or pageviews. The company will then use some version of a dashboard or interface with the provider to track, test, and refine their settings. The data can be used to target more specific audiences with ads and other marketing messages. ”(Source:Lurking Beneath the Surface: Hidden Impacts of Pixel Tracking)
Some common Digital Tracking Pixel companies are below:
The more tracking pixels that exist on a given page, the slower the page runs. These Pixels make it easier for Digital Marketers to retarget ads to you after you have left an app or website.
