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automated tracking pixel, the spammer receives a confirmation of the authenticity of the email address. As a
result, the sending of spam messages increases.

Data protection and tracking pixels

According to GDPR, users must be informed that a website collects data. Users also have to be able to object
to the tracking.
Advantages of tracking pixels

The use of tracking pixels is beneficial for website operators, SEOs and email senders. This is because they
can use the information generated to improve their online offers, make them more user-friendly, and adapt the
offers to the most commonly used browser types and versions.

Even more advantageous is the fact that tracking pixels are more effective than cache in browsers: The access
to a page is still counted. If JavaScript is used, more information can be collected. This includes the screen res-
olution, plugins used, support of certain technologies by the browser, etc. It therefore becomes possible to dif-
ferentiate between users and bots, as well as create user profiles. The IP address, visits by a certain user, and
the properties of this user can be used to create navigation paths. For web analysis, however, the tracking pixel
generally just forms the basis. Advanced technologies are required which are only realizable by specialized
service providers.

Tracking pixels can also be beneficial in the analysis of sent email newsletters, because they show the opening
rates of certain emails or newsletters through the user statistics data. Together with A/B tests, successful cam-
paigns can thus be determined. From the recipient’s point of view, this has the advantage that newsletters in
the future can be designed to be more relevant and interesting.

Countermeasures for users

There are a number of ways in which users can prevent their data being collected by tracking pixels:

 Set browser and email settings to be as restrictive as possible such that external graphics are only sup-
ported after permission, and HTML emails are not supported. Appropriate firewall settings can also be
used to do this.
 Some browser extensions can be used to make tracking pixels visible.
 Anonymous surfing with the Tor Browser or use of proxy servers to prevent the download of tracking
pixels.
 In order to prevent the collection of additional user data such as browser type or operating system, the
support of scripts in the browser can be deactivated. However, this can restrict other functions on the
internet under certain circumstances.

Importance for web analytics, advertising and SEO

Tracking pixels generally have similar functionalities as cookies. The tracks of the user are recorded by a file
that is saved in the user’s hard drive. However, more and more users are nowadays taking up measures to
block cookies using the browser functions. Cookies therefore often provide incomplete data, and their use is at
times blocked completely.

The tracking pixel is can be used as an alternative to the cookie as its use cannot be blocked by a normal
browser. Even so, several browser extensions, plugins, and programs that enable blocking of tracking pixels
and hence prevent a log file analysis exist. Tracking methods such as Canvas Fingerprinting, Event Tracking,
or different hybrid methods are also being used increasingly and as with all tracking models, comprehensive
changes to the websites are necessary – e.g., in data protection. In addition, user consent to allow the tracking
with pixels must be obtained.