Hilton Guest Sues Sojern for Snaring Hotel Sites’ Data, Tracking

Travel marketing platform Sojern Inc. embedded code on hotel websites to track users online without their consent, a Hilton.com user’s proposed class action said.

Sojern deploys pixel technology on hotel websites contracting its software and services that collects data such as IP and email addresses of users and then assigns each unique identifiers it can track across the internet, according to the complaint filed Monday in the US District for the Northern District of California.

Sojern then the information collected from tracking users to target hotels’ advertising campaigns as well as for internal marketing and research purposes, it said.

California ...