What are internet cookies and what are they used for?
Internet cookies make it easier for you and your customers to browse, buy, and advertise online. Individual users can choose whether or not to accept these cookies.
These small bits of data or files are used by websites and servers to save browsing information for individual users. Websites can use this to remember your device, browser preferences, and related online activities. This can offer you a more personalized, streamlined browsing experience.
Types of cookies and what they do
While there are many types of cookies, it’s most important to know the three main types and how you can utilize them:
1. Single or session cookies
- only stick around during your “session” on the website and erase when you close the website
- will help with navigation, shopping carts, and things you view
- will not have to re-authenticate for each web page you visit
- default is enabled – to make sure the website runs as it should
- are beneficial to you and your business
2. First-party cookies
- are created by websites you visit directly in your browser
- are intended to enhance your user experience
- typically save information relevant to the page–like what you’ve already seen or your preferences in settings
- are normally harmless as long as you are visiting secure, trustworthy websites, and they make it easier to surf your favorite sites
3. Persistent (multiple session) cookies
- stay on your computer and record information every time you visit some websites
- kept on your computer’s hard drive until you delete them from a browser folder or until they expire, sometimes taking months or years if not deleted
- cookies that make it possible for websites to store user names and passwords
- used by the FTC to “analyze how people use the site and keep it running smoothly.” They only keep track of a random, unique number for each user and don’t send or get information from websites that aren’t run by the FTC.
4. Third-party cookies (usually advertising cookies)
- allow advertisers to offer a more personalized marketing experience for the user
- monitor your activities for advertising purposes to target potential customers
- aren’t directly associated with the websites you visit
- are typically incorporated in advertisements, videos, or online banners. Can even be used within social media buttons (i.e. Like or Follow)
Are third-party cookies safe?
Third-party cookies will not individually identify you by name, etc., but they can learn a lot about your interests and what you do based on your previous online sessions and browsing history.
Third-party cookies make it possible for users to see relevant ads. If you would like to see ads based on your age, interests, and other factors, third-party cookies will help do that. Companies and marketers value this information, and it is often bought and sold to better target demographics, age groups, niches, and more. Privacy concerns have been raised by activists calling for changes to how this data is being utilized and sold without the user’s awareness. People may dislike the absence of digital privacy.
Overall, third-party cookies have no other direct influence on your browsing experience and have been phased out by certain browsers. Websites load correctly and remember preferences without the use of third-party cookies.
What changes are happening with cookies?
The marketing landscape is always changing, so it is imperative to keep up with privacy laws as well as rules and regulations surrounding cookies and data, such as the California Consumer Privacy Act (CCPA).
Google has delayed its removal of third-party cookies in Chrome and is advocating for testing alternatives to third-party cookies with something called the Privacy Sandbox initiative. As of now, they plan on removing them in 2024. As cookies find a new place in the marketing world, it is even more critical to collect first-party data with consent, and put in place strategies like automated marketing.
Users can now opt in or out of non-essential cookies, and it is up to marketers if they want to use third-party cookies or remove them from their websites entirely.
Overall, cookies are important little snacks of data
Ultimately, the cookies in your browser will not be harmful—as long as you are visiting safe, secure websites that you know you can trust. Some hackers and malware (among other viruses) can use cookies to disguise their malicious intent. However, most websites have security in place and guard you from any such issues.
Cookies create a user-friendly environment so you and your clients have a smooth experience while browsing, buying, and advertising online. It is up to individual users if they want to accept or decline these cookies.
Should you have questions about cookies or how to leverage marketing automation and first party data to prepare for the changing world of cookies, please do not hesitate to contact one of the rhinos here at Rambunctious Rhino!
Sources:
https://allaboutcookies.org/what-is-a-cookie#11-different-types-of-computer-cookies
https://www.ftc.gov/policy-notices/privacy-policy/internet-cookies
https://us.norton.com/blog/privacy/what-are-cookies
https://blog.google/products/chrome/update-testing-privacy-sandbox-web/
https://www.cnbc.com/2022/07/27/google-delays-cookie-cutting-to-2024.html
