Cookies are usually at the center of conversations about the nefarious impacts of digital advertising on privacy. Pixels are often lumped with other ills of social platforms. But pixels are broader and more fundamental to digital advertising functions than cookies: pixels are a common process by which websites allow cross-site tracking, while identifiers like cookies, IP addresses and email addresses help brands tag the customers they encounter across the web.

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Perloff, C. (2023, March 23). Pixels Are the Next Digital Advertising Workhorse Facing Tougher FTC Scrutiny. AdWeek. https://www.adweek.com/programmatic/pixels-digital-advertising-facing-tougher-ftc-scrutiny/