Definition:
A beacon or beacon is a semi-transparent graphic image, generally no larger than 1 pixel by 1 pixel, which is integrated into a website or email. Its main function is to monitor the behavior of the user visiting the site or interacting with the email. It is often used in conjunction with cookies, and when implemented using JavaScript, it is also known as JavaScript tags. When the HTML code for the beacon points to a site to retrieve the image, it can at the same time transmit information such as the IP address of the computer retrieving the image, how long the beacon was viewed and for how long, or the type of browser retrieving the image.
In addition to their use in web environments, beacons also refer to physical devices that use Bluetooth Low Energy (BLE) technology to communicate with nearby mobile devices. These beacons send signals to smartphones or tablets, allowing companies to send notifications and promotions based on the user’s location.
What are beacons used for?
Also known as web bugs, beacons are often employed by third parties to monitor activity on a website, which facilitates more accurate analysis. A beacon can be detected by inspecting the source code of a web page and looking for IMG tags that are loaded from a different server than the rest of the content. Disabling cookies in the browser will prevent the beacon from tracking user activity, resulting in an anonymous visit, although the user’s unique information will not be recorded.
Bluetooth beacons, on the other hand, are used in proximity marketing to send personalized messages and offers to users in close proximity to the device. This allows companies to interact more directly and effectively with potential customers.
How beacons work
Web beacons, however, use a variety of tags, such as IFRAME, style, script, input, link, embed and object, to track usage. Each time a user opens a page in a web browser or email reader, this image is downloaded along with other information. This download requires the browser to send a request to the server that stores the image, which allows the organization that manages the server to track interaction with the HTML page.
In the case of Bluetooth beacons, the operation is different but complementary. These devices emit signals that can be detected by smartphones and other nearby mobile devices. When a user is within range of a Bluetooth beacon, their device can receive notifications, promotions or specific location-related information. This allows businesses to interact with consumers in real time, providing a more personalized and relevant experience. Implementing Bluetooth beacons in physical stores, for example, can guide customers to special offers or featured products, thus enhancing the shopping experience.
Beacons and privacy
The use of beacons has raised concerns about user privacy. Because these small items can collect information about location, online behavior, IP address and interaction time, some users feel that their activity is being monitored without their explicit consent. This has led to increased scrutiny from regulators and privacy advocates, who are calling for greater transparency in data collection.
Legislation, such as the General Data Protection Regulation (GDPR) in Europe, has established stricter guidelines on how companies should handle personal information, including the obligation to inform users about the use of tracking technologies such as beacons. To mitigate concerns, many organizations are implementing clearer privacy policies and offering opt-out options for users who wish to limit the tracking of their online activity.