And it is not only companies that are affected, many users are becoming hong kong phone number data more concerned and annoyed every day by the invasion of privacy caused by the use of this type of cookies (third-party cookies), so in this article we are going to delve into the concept of cookies and what their elimination in the digital sphere entails.
Have you heard what Cookieless Digital Marketing is? Keep reading to find out all the details about this new initiative.
1 What are cookies?
2 What is the importance of cookies in Digital Marketing?
3 Types of cookies
3.1 · Consent:
3.2 · The entity that manages them:
3.3 · Its purpose:
4 What is the concern about cookies?
4.1 Why will cookies be discontinued?
5 What are the alternatives to cookies?
6 How will companies behave in Digital Marketing without cookies?
6.1 – Obtaining data that comes directly from users
6.2 – Encourage user conversions
6.3 – Achieving maximum transparency
6.4 – Define a new privacy policy
7 Conclusions
What are cookies?
A cookie is a text file that a website sends to your computer or mobile browser when you enter and visit it, that is, it is a data file used to store a large amount of important information.
They are intended to improve the quality of the service offered and, above all, the user experience. They are used on virtually all websites and are part of the daily life of anyone browsing the Internet today.
The purpose of cookies is to store the movements that the user makes in their browser to access certain web pages, as well as to remember the access made (whether passwords, questionnaires, searches, etc.) and identify which are the pages that they usually visit most frequently.
In this way, websites recognize the user who has entered them and automatically remember who it is, when they last entered and what they were doing within them.
For this reason, it can be said that cookies help web pages load faster, as the results are more accurately tailored to the user's tastes and needs, allowing the user to stay connected without having to log in or register every time they want to access a website.
What is the importance of cookies in Digital Marketing?
What is the importance of cookies in Digital Marketing?
The use of cookies has different purposes that aim to help and facilitate user navigation. The problem with these lies in the misuse that is given to them and the invasion of the user's privacy .
However, their importance in Digital Marketing is relevant since they seek to improve the user experience and in turn improve the content and advertisements directed at them.
To better explain the relevance and characteristics of these cookies, in the following section we will divide them into the different types of cookies that exist.
Types of cookies
There are different types of cookies depending on the consent given by the user, whether they are first-party or third-party cookies, and their purpose.
· Consent:
– Cookies excepted
These are session and user input cookies, that is, those cookies that do not require the express consent of the user to be accepted. This type of cookies improve the functioning of the website, so as we have said before, they can be used without the user's prior consent.
– Non-excepted cookies
The other cookies found on the website are not exempted , and require the express consent of users in order to be used, so they must be notified to the user and the user has the option to accept them or not in a clear and direct manner.
· The entity that manages them:
Depending on the domain or server to which the cookies are directed, that is, depending on the corporation that manages them and handles their data and information, we find two different types:
– First-party cookies
Also known as own cookies .
As their name indicates, these are cookies that are generated by the website that the user visits, and which are intended to improve its operation and enhance the user's experience within it.
These are used for the purpose of calculating domain traffic , the number of pages visited, the number of users, etc. In addition, the owners of the first-party cookies use them to carry out campaigns and advertisements aimed at their target audience, for example, through the Google Analytics tool.
– Third-party cookies
Third-party cookies are those that are not generated by the website itself, but belong to external servers or providers of the domain. These refer to the advertisements that the user may encounter when entering a certain website and can be blocked by the user without any problem.
However, if they are accepted, they are responsible for tracking and saving user information to then display more personalized and effective ads.
· Its purpose:
Cookies can also be classified according to the purpose for which they obtain user information, they can be:
– Technical or strictly necessary cookies
These are those that allow the user to navigate through the web pages they access and in this way, select the different options and use the various services they offer, such as, for example, identifying a user's login, remembering the products that the user added to the cart in a previous session, etc.
– Personalization or functional cookies
These are cookies that are responsible for compiling user experience priorities on the website, specifying and customizing some of its features such as, for example, the choice of language, the type of browser to use, etc.
– Measurement or performance cookies