Tracking pixels in focus: data protection or useful technology?

Tracking pixels in focus: data protection or useful technology?

In today's digital world, the use of tracking pixels on websites is widespread to analyze user behavior anonymously. So reported Radio Bremen that they use tracking pixels for anonymous statistical analysis of surfing behavior. These small graphic elements, which are only 1×1 pixel in size, enable detailed log file recording and analysis of websites, apps and emails for statistical evaluations, as the Federal Commissioner for Data Protection and Freedom of Information (BfDI) explains here.

The technical functionality of the tracking pixels ensures that no conclusions can be drawn about individual people. However, activating a web beacon establishes a connection to the server without affecting the user interface. Interestingly, according to legal requirements, the use of a tracking pixel is not mandatory for the operation of the digital service, which means that the provider relies on the consent of the users to use this technology.

Consent and data protection

In order to use web beacons on their website, providers must obtain the consent of users, because personal data is processed during their use. These legal provisions are in the context of the General Data Protection Regulation (GDPR). In addition, the guidance from the German data protection supervisory authorities emphasizes the need for the processing of such data to always be in accordance with applicable data protection law.

Users also have the option to object to data collection and transmission by services such as AT Internet or Piano Analytics. When these tracking pixels are activated, data is collected, while when deactivated the provider is forced to obtain consent again. This ensures transparent handling of users' personal data.

External content and user customization

In addition, users have the option to view external content such as videos or images without having to give their consent again, unless they have deactivated the function. External content providers include platforms such as the ARD media library, Facebook, YouTube, Instagram and more. In an ever-evolving digital environment, it is essential for users to be informed and adapt surrounding controls of the respective website.

Overall, the effective and legally compliant use of tracking pixels requires a detailed understanding of the data protection framework in order to both protect the privacy of users and secure the analysis options of the operators.