Nine To Noon Tech: What's a tracking pixel, who's following me and why?
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Mar 18, 2026 Alex Sims, commercial law professor and tech commentator, explains cookies and tracking pixels and how they differ. He outlines what pixels can collect and why platforms like TikTok and organisations use them. He also covers legal, ethical and transparency concerns, who in New Zealand uses pixels, and practical steps people can take to reduce tracking.
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What Cookies Actually Do
- Cookies are small data stored in your browser that websites use for functions like keeping items in a shopping cart.
- Alex Sims explains first-party cookies help site functionality while third-party cookies can track you across multiple sites and feed advertisers.
How Tracking Pixels Work
- Tracking pixels are tiny embedded image dots that fire when images load and send data back to the pixel owner.
- They often work alongside cookies but are technically distinct and can constantly send information to third parties when images or emails load.
Emails Reveal Much More Than You Think
- Pixels can report email opens, device types, location, clicked links and which other emails you've opened.
- Alex Sims highlights that loading images in emails effectively 'fires' these pixels and reveals detailed user behaviour.