5 ms·

I'm no ads expert but my guess would be they run ads on TikTok and have the pixel on UberEats to figure out the conversion rate on those ads.

qeternity 5y ago
This is the answer. I am surprised it's not routed through another pixel manager though.
- mosen 5y ago
  They’re loading GTM at the top, so it was possibly triggered through that.
dustymcp 5y ago
Yes this is a pixel to track audiences and retarget them when they are browsing tik tok, same goes for google, facebook and any other ads exchange.
yashap 5y ago
It’s definitely this - details here: https://www.tiktokforbusinesseurope.com/resources/install-tiktok-pixel https://www.tiktokforbusinesseurope.com/resources/install-ti...
samwillis 5y ago
This is it and is how the online advertising industry has worked for over 25 years. In its simplest form the pixel is used to attribute an ad view/click to a conversion event. At the beginning of the online ad industry that’s all it did, advertisers for the first time had the ability to directly, in real time, see the effectiveness of their ads. The economic value and GDP generated due to this innovation is immeasurable, the internet economy is literally built on it. At the beginning there was no profile building, combining with PII and data gathered from social media or even your gmail emails (yes the content of your emails). And it was magical! It’s the innovations since that have moved the entire industry through a grey area into the blank where the way they operate is questionable at best. The point is, this tracking pixel on its own is incredible what it unlocks. It’s the way that data is then used that we have to call into question. Personally the simplest form of attribution to me is fine. It works and I don’t believe it’s invasive if they aren’t then combining it with pii and profile data. Sadly that time has passed and all advertising networks now rely so heavily of ML/AI that it’s impossible to manage them, as an advertiser, in the way you used to. Hopefully regulation will push the industry back to where it was.
- black_puppydog 5y ago
  > It’s the innovations since that ... Nice illustration of how "innovation" != "progress"
  - judge2020 5y ago
    Innovation is simply building something better. (Societal) progress is subjective, which is why you could probably run a survey and any respondents with marketing degrees would likely indeed call this "progress" towards a better-understood society..
- kmeisthax 5y ago
  This is also why even Apple and Mozilla (companies with a vested interest in harming the ad ecosystem) are pushing for various privacy-preserving ad attribution technologies. Nobody objects to UberEats knowing that their Tiktok ads are working or not - they object to Tiktok cross-referencing the data from UberEats and everywhere else to build an interest profile on them.
  - xico 5y ago
    As a user I have the complete opposite objections: I do not see why I would have Uber run JavaScript on my machine just for them to know how well their campaigns are working, while I totally want advertisement that is highly targeted to me.
    - matsemann 5y ago
      They don't have to run some weird JS, it's often just a 1px img with some query params loaded at the confirmation screen. In itself nothing annoying, the problem is how that data is combined with other data and profiling users.
      - kayodelycaon 5y ago
        I haven’t seen any codebase with an actual tracking pixel in my entire career. (11 years at this point) It’s always some massive javascript file doing God-knows-what on the page.
Ozzie_osman 5y ago
This is it but only half the equation. Yes, the pixel lets advertisers track their return on ad spend (through tracking conversions), but it's also a targeting mechanism (ie you can tell ad platforms you will pay $X / conversion, versus paying per impression or per click).
B-Con 5y ago
This was my first thought. How is this not everyone's first thought?
- omegalulw 5y ago
  My first thought was that most people use TikTok on mobile, whats the point of this (if the ad takes them to play store/app store or to the Uber eats app). Then I realized that this is probably aimed at tracking for new signups, they probably send them to the app stores with a redirect to their site in the middle. TikTok probably doesnt forward them the user identifier hence the tiktok pixel on their page, so they can see the effectiveness of the ad on some TikTok ads dashboard.
WhyNotHugo 5y ago
If anyone cared about privacy, a solution would be to only include the pixel when a user was redirected from tiktok to Ubereats. No need to include the other 6 pixels, or include them for users that landed via the homepage.

qeternity 5y ago

This is the answer. I am surprised it's not routed through another pixel manager though.

mosen 5y ago
They’re loading GTM at the top, so it was possibly triggered through that.

dustymcp 5y ago

Yes this is a pixel to track audiences and retarget them when they are browsing tik tok, same goes for google, facebook and any other ads exchange.

yashap 5y ago

It’s definitely this - details here: https://www.tiktokforbusinesseurope.com/resources/install-tiktok-pixel https://www.tiktokforbusinesseurope.com/resources/install-ti...

samwillis 5y ago

This is it and is how the online advertising industry has worked for over 25 years. In its simplest form the pixel is used to attribute an ad view/click to a conversion event. At the beginning of the online ad industry that’s all it did, advertisers for the first time had the ability to directly, in real time, see the effectiveness of their ads. The economic value and GDP generated due to this innovation is immeasurable, the internet economy is literally built on it. At the beginning there was no profile building, combining with PII and data gathered from social media or even your gmail emails (yes the content of your emails). And it was magical! It’s the innovations since that have moved the entire industry through a grey area into the blank where the way they operate is questionable at best. The point is, this tracking pixel on its own is incredible what it unlocks. It’s the way that data is then used that we have to call into question. Personally the simplest form of attribution to me is fine. It works and I don’t believe it’s invasive if they aren’t then combining it with pii and profile data. Sadly that time has passed and all advertising networks now rely so heavily of ML/AI that it’s impossible to manage them, as an advertiser, in the way you used to. Hopefully regulation will push the industry back to where it was.

black_puppydog 5y ago
> It’s the innovations since that ... Nice illustration of how "innovation" != "progress"
- judge2020 5y ago
  Innovation is simply building something better. (Societal) progress is subjective, which is why you could probably run a survey and any respondents with marketing degrees would likely indeed call this "progress" towards a better-understood society..
kmeisthax 5y ago
This is also why even Apple and Mozilla (companies with a vested interest in harming the ad ecosystem) are pushing for various privacy-preserving ad attribution technologies. Nobody objects to UberEats knowing that their Tiktok ads are working or not - they object to Tiktok cross-referencing the data from UberEats and everywhere else to build an interest profile on them.
- xico 5y ago
  As a user I have the complete opposite objections: I do not see why I would have Uber run JavaScript on my machine just for them to know how well their campaigns are working, while I totally want advertisement that is highly targeted to me.
  - matsemann 5y ago
    They don't have to run some weird JS, it's often just a 1px img with some query params loaded at the confirmation screen. In itself nothing annoying, the problem is how that data is combined with other data and profiling users.
    - kayodelycaon 5y ago
      I haven’t seen any codebase with an actual tracking pixel in my entire career. (11 years at this point) It’s always some massive javascript file doing God-knows-what on the page.

Ozzie_osman 5y ago

This is it but only half the equation. Yes, the pixel lets advertisers track their return on ad spend (through tracking conversions), but it's also a targeting mechanism (ie you can tell ad platforms you will pay $X / conversion, versus paying per impression or per click).

B-Con 5y ago

This was my first thought. How is this not everyone's first thought?

omegalulw 5y ago
My first thought was that most people use TikTok on mobile, whats the point of this (if the ad takes them to play store/app store or to the Uber eats app). Then I realized that this is probably aimed at tracking for new signups, they probably send them to the app stores with a redirect to their site in the middle. TikTok probably doesnt forward them the user identifier hence the tiktok pixel on their page, so they can see the effectiveness of the ad on some TikTok ads dashboard.

WhyNotHugo 5y ago

If anyone cared about privacy, a solution would be to only include the pixel when a user was redirected from tiktok to Ubereats. No need to include the other 6 pixels, or include them for users that landed via the homepage.