Before you ask, isn’t there a better name for internet cookies, no this is how they are known. A cookie is a small piece of data or message that is sent from an organisation's web server to your web browser and is then stored on your hard drive.
Cookies can't read data off your hard drive or cookie files created by other sites; they are one of the technologies tracking people’s behaviour on the web.
For companies and organisations that have e-shops, enquiry or orders systems on the web the cookies are essential to improve people’s experience using their e-services. For example, if a person halfway through e-shopping remembers that „oh, I also need this or that“, she can leave the shopping cart to add the goods and the shopping cart will retain the previous purchases. This is the cookies that help to make it happen.
In addition, cookies help companies to get to know their customer better. Statistical analysis of website visitors and tracking where they arrived from, what are they looking at the website helps companies to offer goods and services that you are most interested in. In digital marketing cookies and other trackers are indispensable tools.
There are different types of cookies: functional, statistical and analytical. Functional as the name says are necessary for website to work. Statistical cookies gather usage data and analytical cookies are used for marketing. Website operators don’t have to ask consent for functional cookies, but they need to ask website visitors’ consent to other types of cookies. First party cookies are collected by the website the visitor is on and third-party cookies track the user on the internet across websites.
The privacy rights regulations are toughening across the world and the death knell is also ringing to third party cookies. Chrome is about to block all the third-party cookies in their browser. This has been a long-time coming change but will affect the whole life cycle of digital marketing.
In the next newsletter we will discuss in more detail the changes in digital marketing: what’s happening with e-privacy directive, what IAB the global association of digital marketers and various European data protection regulators opinions on requirements to digital marketing.