Hundreds of class actions have been filed in the last six months against companies using certain advertising technology (adtech) in their websites. In-house counsel for companies in all industries need to understand website adtech, the legal risks, and how to mitigate those risks.

What Is Website Adtech?

Website adtech comes in various forms, such as session replay technology, chat bots, and the focus of this article—pixels, tags, and web beacons. Companies use these technologies to understand how users interact with their websites and to target/re-target those consumers (and others like them) on third-party platforms like social media. In fact, an estimated 22.5 million companies (and over 60% of websites) use website adtech. The most widely used of these are Google Analytics and Meta Pixel (formerly the Facebook Pixel).

What Is a Marketing Pixel? And a Cookie?

This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.

To view this content, please continue to their sites.

Not a Lexis Subscriber?
Subscribe Now

Not a Bloomberg Law Subscriber?
Subscribe Now

Why am I seeing this?

LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.

For questions call 1-877-256-2472 or contact us at [email protected]