Despite the recent federal government actions, multiple sources said the compliance risk of using pixels still feels low, especially for smaller brands.
But all brands risk losing business to their competition by sharing customer data via pixels, which gives the wider web access with walled gardens like Facebook. For example, if Serta tells Meta that you are one of its customers, Meta is likely to use that information, that you are interested in mattresses, to serve you Tempur-Pedic ads.
In lieu of pixels, other technologies like data clean rooms or new identifiers like UID2 can provide a more secure way to ferret information between parties, though they are generally more expensive, and are not free of privacy risks. But for most brands, the benefits of pixels outweigh their costs, for now.
“[Brands] prioritize the weight of the information over the potential of being targeted by a competitor brand trying to steal business,” Dulce said.
