P is for Pixel!

The IAB defines a tracking pixel as a 1×1 pixel-sized transparent image that provides information about an ad’s placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc. * Source: IAB Glossary of Terminology

Example tracking pixel’s code:

<script async src=”″></script>

A pixel is not a cookie.

Most business owners know that their online behavior can be tracked by cookies. A cookie is a small text file that is stored on a user’s computer for record-keeping purposes. Landmarks uses persistent cookies to assist us with the collection and use of anonymous browsing data. A persistent cookie remains on a person’s hard drive for an extended period of time. Persistent cookies can be removed by following directions provided in an Internet browser’s “help” file. Landmarks does not link the information we store in cookies to any personally identifiable information (PII) submitted by users while on a site. Pixels (web beacons/web bugs) Landmarks also employs the use of “pixels” (a.k.a. Web Beacons/Web Bugs) that help us better manage the advertising content on our network of third-party sites. Pixels are either embedded as images on a page (in which case they are practically invisible), or as javascript. Pixels are similar to cookies, and are used to track users as they navigate around the web. Unlike cookies, which are stored on a user’s computer hard drive, pixels are embedded invisibly on web pages. Javascript pixels are newer than image pixels, which use lightweight javascript to the same effect but are far faster. The information gathered by pixels is not tied to PII.

Pixels and privacy In performing our advertising services, we collect non-personally identifiable consumer information in multiple ways, including:

    • On our own web sites, on the web sites of publishers that call our pixels (or “beacons”)
    • When we serve online advertisements, and from third party providers.

Pixels provide anonymous data.

This anonymous data includes, but is not limited to, information such as a web visitor’s IP address, web pages which have been viewed by a web visitor, date and time, domain type, and responses by a web visitor to an advertisement delivered by us or a third party advertising technology vendor. Landmarks is a member of TRUSTe’s Data Collection program signifying that this privacy policy and practices have been reviewed by TRUSTe for compliance with TRUSTe’s program requirements including transparency, accountability and choice regarding the collection and use of your information. The TRUSTe Data Collection program covers Landmarks collection of information via third party websites.

Ready to learn more about pixels? Check out these articles that explain conversion pixels in greater detail.