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The Future of Digital Advertising: Embracing Postback Pixels

in Ad Tech
March 27, 2024
by Sam Pereless

As the Chief Technology Officer of Advida, I’ve witnessed firsthand the evolution of digital ad tracking technologies. From the early days of simple cookie-based tracking to the sophisticated systems we use today, the landscape has changed dramatically. One of the most significant shifts we’ve seen is the move towards postback pixels over traditional JavaScript cookie-based pixels. In this article, I’ll explain why postback pixels are not just an alternative but a superior choice for advertisers and agencies alike.

 

Understanding the Basics

 

Before diving into the advantages of postback pixels, let’s briefly recap how tracking pixels traditionally work. JavaScript cookie-based pixels rely on a small piece of code embedded in a webpage that, when triggered by a user action (like a conversion), stores information in the user’s browser cookies. This method has been the backbone of digital advertising tracking for years.

 

Postback pixels, also known as server-to-server tracking, take a different approach. Instead of relying on the user’s browser to store information, postback pixels send data directly from one server to another. This server-to-server communication happens in the background, without needing to store or access data from the user’s browser.

 

So, Why are Postback Pixels Superior?

 

  1. Enhanced User Privacy

In an era where user privacy is paramount, postback pixels offer a more privacy-friendly tracking solution. Since they don’t rely on cookies stored in the user’s browser, they are less intrusive and more in line with privacy regulations like GDPR and CCPA. This approach respects user privacy while still allowing advertisers to track conversions accurately.

 

  1. Improved Data Accuracy

Browser-based tracking is inherently susceptible to data loss due to cookie blocking and deletion. Many browsers now block third-party cookies by default, and users often clear their cookies, leading to significant tracking discrepancies. Postback pixels bypass these issues by not relying on browser cookies, resulting in more accurate and reliable data.

 

  1. Better Ad Fraud Detection

Ad fraud is a persistent challenge in digital advertising. Postback pixels offer better protection against fraud because the data exchange happens server-to-server, making it harder for fraudsters to intercept or manipulate the data. This level of security ensures that the data integrity is maintained, providing advertisers with more confidence in their campaign performance metrics.

 

  1. Cross-Device Tracking

With the proliferation of devices from which users access the internet, tracking conversions across devices has become crucial. Postback pixels excel in this area because they track the user’s actions at the server level, enabling more accurate cross-device tracking. This capability is especially important for understanding the full customer journey in today’s multi-device world.

 

  1. Future-Proofing Your Tracking

As the digital landscape continues to evolve, it’s clear that reliance on browser-based tracking methods is becoming less viable. Regulations are tightening, and browser technologies are increasingly prioritizing user privacy. Postback pixels offer a method that is not only more aligned with these trends but also provides a more stable and reliable foundation for future tracking needs.

 

As we navigate the complexities of digital advertising in a privacy-focused world, it’s imperative that we adopt technologies that respect user privacy while delivering accurate and reliable data. Postback pixels represent a significant step forward in achieving these goals. They offer enhanced privacy, improved accuracy, better fraud detection, and cross-device tracking capabilities, making them an indispensable tool for advertisers and agencies looking to thrive in the digital age.

 

At Advida, we are committed to leveraging the best technologies to deliver superior results for our clients. Embracing postback pixels is a part of this commitment, ensuring that we not only meet but exceed the expectations of the advertisers we serve. The future of digital advertising is here, and it’s clear that postback pixels play a pivotal role in shaping it.

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