An Introduction to Trackers and the Data They Collect

Trackers are technologies used to collect user data and track user activity across different websites, web services, and web apps. They come in various forms, including tracking pixels, tracking cookies, and analytics software. Tracking pixels, also known as web beacons or pixel tags, are small images embedded in web pages, ads, and emails to capture data about user activity and engagement. The Meta Pixel, a well-known tracking pixel, has been involved in privacy litigation due to its ability to collect sensitive information without user consent. Tracking cookies, which can be first-party or third-party, store information that websites interested in tracking user activity can retrieve and read later, often collecting personal information. Some trackers are essential for website functionality, while others are used for personalized recommendations at the cost of user privacy. As a result, efforts have been made to phase out tracking cookies, with companies like Google and Microsoft working on alternative solutions. However, despite these efforts, trackers continue to be widely used, highlighting the ongoing need for privacy protections and user awareness.