What are tracking cookies?

Tracking cookies are small pieces of data created by a website but stored on a user's device by their web browser. These cookies track a user's online behavior and browsing history across multiple websites. Advertisers and marketers often use them to gather information about a user's preferences and interests, used to deliver targeted ads and personalized content.

Understanding tracking cookies

Tracking cookies are small text files that websites save to your browser. They serve various purposes, such as remembering your preferences, storing login information, and improving your browsing experience.

There are two main types of cookies: first-party cookies and third-party cookies. First-party cookies are created by the website you are currently visiting and are used to enhance your user experience on that specific site. On the other hand, third-party cookies originate from a different domain than the website you are currently on and are mainly used for advertising and tracking purposes.

Read also: Can cookies be used in a HIPAA compliant manner? 

How tracking cookies work

Tracking cookies are primarily used for marketing and advertising purposes. Their main goal is to increase your likelihood of purchasing or revisiting a specific website. Let's dive into the mechanics of how tracking cookies work:

• Collection: When you visit a website that uses tracking cookies, these cookies are placed in your browser. They store information about your online browsing activity, such as the sites you've visited, the products you've clicked on, and the purchases you've made.
• Targeting: Armed with the data collected from your browsing activity, tracking cookies enable advertisers to target you with personalized ads. For example, if you were searching for vacation destinations, you might start seeing ads for hotels and travel agencies related to your search.
• Retargeting: One of the key features of tracking cookies is retargeting. Let's say you visited an online store but didn't make a purchase. The store can use tracking cookies to display ads for the products you viewed on other websites you visit, encouraging you to return and complete the purchase.
• Cross-site tracking: Tracking cookies can follow your online activity across multiple websites, allowing advertisers to build a comprehensive profile of your interests and preferences. This information is valuable for creating personalized ads and improving the effectiveness of online marketing campaigns.

Related: Is online tracking HIPAA compliant? 

Information collected by tracking cookies

Tracking cookies collect a wide range of information about your online behavior. This information helps advertisers deliver targeted ads and tailor their offerings to your interests. Some of the data collected by tracking cookies include:

• Visited sites: Tracking cookies keep a record of the websites you've visited, allowing advertisers to gain insights into your browsing habits.
• Clicked products: If you've clicked on specific products or services while browsing, tracking cookies store this information, enabling advertisers to show you relevant ads for those products.
• Purchases: Tracking cookies track your online purchases, allowing advertisers to understand your buying behavior and offer you related products or promotions.
• IP addresses: Tracking cookies can also collect your IP address, which gives advertisers an idea of your geographical location. This information is useful for showing you ads relevant to your region.
• Geographic location: By analyzing your IP address and other data, tracking cookies can determine your approximate location. Advertisers can then display location-specific ads, such as local events or deals.

Read also: What is a web tracker? 

Are tracking cookies dangerous?

While tracking cookies are not inherently dangerous, they do raise concerns about privacy and data security. Here are some key considerations:

• Privacy concerns: Tracking cookies collect information about your online activities. This level of tracking can be seen as an invasion of privacy, as it allows advertisers to create detailed profiles of your behavior and preferences.
• Data security: The information collected by tracking cookies is stored by advertisers and can potentially be accessed by unauthorized parties. If this data falls into the wrong hands, it could be used for malicious purposes or result in identity theft.
• User experience: Some users find targeted ads intrusive and disruptive to their browsing experience. The constant presence of personalized ads can feel invasive, leading to a negative perception of the brands behind them.

See also: HIPAA Compliant Email: The Definitive Guide

In the news

Google is currently testing changes to Chrome aimed at disabling third-party cookies, which significantly affect online user tracking. Initially accessible to 1% of users, this initiative prioritizes privacy enhancements but may have adverse implications for advertisers. Google intends a full rollout later on, while competitors such as Safari and Firefox already implement similar restrictions. 

FAQs

Are tracking cookies illegal?

No, tracking cookies are not illegal. However, there are privacy regulations in place, such as GDPR and CCPA, which require companies to inform users about the use of cookies and obtain their consent.

Are tracking cookies spyware?

No, tracking cookies are not considered spyware. Spyware is a type of malware that secretly infects your device and is used maliciously to gather personal information. Tracking cookies, on the other hand, are openly used for targeted advertising and do not harm your device.

What happens if I block all cookies?

Blocking all cookies can impact your browsing experience. You may have to re-enter login information on websites, and personalized content, such as location-specific recommendations, may not be available.

What does "Do Not Track" mean?

"Do Not Track" is a browser setting that informs websites that you do not want to be tracked. Enabling this setting can help prevent advertisers from tracking your online activities.