1. Neither pixels nor cookies collect Personally Identifiable Information (PII) Although pixels and cookies collect and store data about a user’s behavior, they don’t collect personally identifiable information. Even when using a third party advertiser, they won’t receive the name of the user, email, etc, but instead a unique ID of that user. 2. A pixel is a block of code that allows you to measure the effectiveness of your advertising It’s unnoticeable to your site visitors and won’t affect your site’s performance. When a traveler visits your site and takes an action, the pixel “fires” or collects the data from the user’s behavior and reports the action. Then, you know when a traveler takes an action and can reach them again through your future ads. Get the full story at Sojern