Why do websites use Web Beacons?
Web beacons are used by website owners to log activity on their web pages and websites. Their purpose depends on what a site wants to understand about how visitors interact with pages. In this demonstration of how web beacons work, the website www.sport.co.uk is able to identify:
From this demonstration www.sport.co.uk can find out whether the money it spent on online advertising was worth it. Clearly, www.sport.co.uk might understand who its individual customers are but www.bannerad.com only has anonymous data linked to its cookies.