Audiences and data
Retargeting pixel
Updated
A retargeting pixel is a small piece of code on a web page that records visitors, so an ad platform can show them ads later. Google now calls these audiences "your data", formerly "remarketing".
Consent rules differ by market:
- UK: the ICO's guidance (29 Apr 2026) says tools that store or read information on a person's device need consent for online advertising. The ICO lists tracking pixels among them, alongside cookies.
- US: California's CCPA (page updated 28 Aug 2026) lets people opt out of "sharing" for cross-context behavioral advertising.
Example: a cruise line shows a reminder ad to people who read its Alaska page but did not book. On Itinex, a client's own pixels can ride on its ads and its advertorial pages, with the reader's consent where it is required (the platform). In the UK and Europe, the network holds the ad pixels back without consent, and the pages ask first.
Related: first-party data · lookalike audience · attribution window