Cookies provide the capabilities that make the worldwide web more simple to navigate. More specifically, Internet Cookies allow a site to store state information on your machine and from there, this information enables a website to remember what state your browser is in.

Cookies enable a website to store information on a user’s machine. Examples of this that may resonate with you include hassle-free logins as well as authentications, personalized preference settings, shopping cart functionalities, and several others. At the end of the day, Cookies are harmless… but that raises the question as to why Cookies are generating privacy concerns within the consumer?

Although Internet Cookies do not have the capability to actually dig and research your personal information or search your computer, they do store personal information in a few ways. One way is called form information and the other is called ad tracking. When a user inputs their personal information into order forms, payment pages, registration pages, etc., they are generating the information that Internet Cookies store and remember.

Privacy Issues

Internet Cookies and their involvement in ad tracking were once structured from simple operations such as limiting the number of pop-ups that would appear on the user’s computer. It was also used to plainly count ad impressions and maintain ad sequence. Now, through the evolvement of technology and the internet of things, third party ad serving conducts unique, in-depth, user profiling and website preference tracking. These are the understandable reasons for the spike in controversy when it comes to the usage of Internet Cookies.

One of the most common examples of Internet Cookies comes from the tools Adsense or Adwords. These tools use these large-scale third-party ad serving networks to show ads throughout a user’s browsing experience which relate to their search history patterns and preferences across all platforms. They do this by utilizing user preference modeling/tracking. For example, if a user is to search for a specific article of clothing and then move on to another search which is unrelated to clothing, Adwords will generate ads for similar clothing pieces and display them on the individual’s future searches. This gives some people a sense of discomfort, while others enjoy the personalization of their advertisements.

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