Today, the trade journal Martech Today published a byline from our CTO Pete Cheyne entitled, Is Pixel Tracking Dead? In the piece, Pete explains the rise of pixel-based tracking and then outlines some of the challenges that make it increasingly difficult to track using this technology. While companies like ours work very hard to deliver outstanding tracking through pixels, many in marketing are seeking alternatives that take control of data flow away from the browser publishers. Here's a brief except to whet your appetite.
Slowly but surely, the pixel train is being derailed. I’m sure we are all aware of Safari’s Intelligent Tracking Prevention (ITP). It’s the latest challenge facing pixel tracking. There still seems to be some denial about the importance of this. I think that comes down to the perception that Safari has a relatively small share of the browser market. But browser share varies by audience and region, and any challenge that makes it harder to track performance marketing sales is something we all need to take seriously.
You can read the entire piece here.