A Complete Guide To Cookie Tracking | SEM For Winners

Introduction

It’s no secret that the internet is a goldmine for marketers. Every day, billions of dollars are spent on online advertising, and the trend is only expected to grow in the years to come. But as consumers become savvier and more aware of how their data is being tracked and used, it becomes increasingly difficult for marketers to reach their target audiences.

In this article, we’re going to take a look at one of the most common tools used for cookie tracking. We’ll discuss what cookies are, how they’re used to track users, and what steps you can take to protect your privacy.

What Are Cookies?

One of the most important tools in a marketer’s arsenal is cookies. Cookies are small bits of data that are stored on your computer by websites you visit. They are used to collect information about your browsing habits and interests, which can then be used to target ads and content specific to you.

While cookies can be extremely useful for marketers, they have also been criticized for violating users’ privacy. The European Union has recently passed a law that requires websites to obtain consent from users before storing cookies on their computers.

How Does Cookie Tracking Work?

Cookies are used to track users in several ways. One common method is through web beacons, also known as pixel tags. Web beacons are tiny images that are embedded in web pages and email messages. When you visit a website or open an email, the web beacon sends a signal to the server that delivered the content. This signal can contain information such as your IP address, the time and date of your visit, and which pages you viewed.

Another way cookie tracking works for users is through third-party tracking. This is when a website uses a third-party service, such as Google Analytics, to collect data about its visitors. These services use cookie tracking to track users across the web, and they often share this data with other businesses.

Finally, cookies can also be used to track users through social media buttons. Many websites include social media buttons, such as the “Like” button from Facebook, that allow visitors to share content with their friends. These buttons often use cookie tracking which stores infomation about the websites you visit and what you share.

What Information Does Cookie Tracking Store?

Cookies can store a variety of information about you and your browsing habits. This information can include:

Your IP address: This is a unique number that identifies your computer on the internet.

The time and date of your visit: This can be used to track how often you visit a website and for how long.

The pages you viewed: This can be used to see which content you’re interested in and target ads accordingly.

Your user ID: This is a unique identifier that is used to track you across the web. It can be used to target ads and content specific to you.

Is Cookie Tracking Dangerous?

Cookie tracking is not inherently dangerous. However, it can be used to collect a lot of personal information about you. This information can then be used to target ads and content that you may not be interested in. Additionally, cookie tracking can be used to track your movements across the web and build up a profile of your interests.

If you’re concerned about your privacy, there are a few steps you can take to protect yourself.

What Can You Do to Protect Your Privacy?

There are several steps you can take to protect your privacy online. One way is to delete cookies that have already been stored on your computer. You can do this through your web browser’s settings.

Another way to protect your privacy is to browse the web in “incognito” or “private” mode. In these modes, cookies are not stored on your computer and therefore cannot be used to track your activity.

You can also install browser extensions that block cookies from being placed on your computer. These extensions will prevent cookies from being set by the websites you visit.

Finally, you can opt-out of targeted advertising altogether by visiting the Digital Advertising Alliance’s website and following the instructions there.

Cookie Tracking Regulations

If you’re based in the European Union, you may be familiar with the General Data Protection Regulation (GDPR). This is a law that requires websites to obtain consent from users before storing cookies on their computers.

The GDPR applies to any website that targets or collects data from users in the EU. This means that if you have a website that is accessible to users in the EU, you must obtain consent before storing cookies.

Similarly, under California Consumer Act Privacy (CCPA), companies that collect data from California residents must disclose their use of cookies and obtain consent if they sell this data to third parties.

Not only that but along with GDPR and CCPA, the ePrivacy Regulation is also in effect as of May 25, 2018. This regulation is designed to protect the privacy of electronic communications and will have a significant impact on the use of cookie tracking.

The law requires websites to obtain consent from users before storing or accessing information through cookie tracking on their devices. This means that if you want to store cookies on EU users’ computers, you must first obtain their consent.

How to Get Consent for Cookie Tracking

There are a few ways you can get consent from users before storing cookies on their computers.

One way is to add a notice to your website that explains what cookies are and why you’re using them. This notice should also include a link to your privacy policy.

Another way to get consent is to add a popup to your website that appears when users first visit. This popup should explain what cookies are and why you’re using them. It should also include a link to your privacy policy.

Finally, you can add a checkbox to your website’s forms that users must tick before submitting their information. This checkbox should explain what cookies are and why you’re using them. It should also include a link to your privacy policy.

Bonus Lesson: Super Cookies

Most cookies are deleted when you close your web browser. However, there is a type of cookie called a “supercookie” that is not deleted when you close your web browser.

Supercookies are often used by advertising companies to track users across the web. They are difficult to block and can be used to build up a detailed profile of your online activity.

If you’re concerned about your privacy, it’s important to be aware of supercookies and how they are used. And if you are interested to learn about Supercookies, keep an eye out for our next blog posts, or drop a comment below to let us know!

FAQs on Cookie Tracking

Is Cookie Tracking Legal?

Cookie tracking is legal in most jurisdictions. However, there are some exceptions. For example, as mentioned above, the GDPR requires websites to obtain consent before storing cookies on users’ computers. In addition, some browsers, such as Safari and Firefox, have implemented features that block third-party tracking cookies by default.

What is the Difference Between First-Party and Third-Party Tracking Cookies?

First-party tracking cookies are placed on your computer by the website you’re visiting. Third-party tracking cookies are placed on your computer by a website other than the one you’re visiting. These cookies are usually used for advertising purposes.

Can I Opt-Out of Cookie Tracking?

Yes. You can opt out of targeted advertising altogether by visiting the Digital Advertising Alliance’s website and following the instructions there. You can also install browser extensions that block cookies from being placed on your computer.

What is the ePrivacy Regulation?

The ePrivacy Regulation is a law that requires websites to obtain consent from users before storing or accessing cookies on their devices. This regulation is designed to protect the privacy of electronic communications and will have a significant impact on the use of cookies.

Are there any other regulations I should be aware of?

Yes. In addition to the GDPR, CCPA, and ePrivacy Regulation, there are also a few other regulations you should be aware of. These include the California Online Privacy Protection Act (CalOPPA), the Children’s Online Privacy Protection Act (COPPA), and the UK Data Protection Act (DPA).

Do I need to get consent from every user?

No. You only need to get consent from users who are in the EU, California, or another jurisdiction where these laws apply.

What happens if I don’t get consent?

If you don’t get consent from users before storing cookies on their devices, you may be subject to fines. For example, under the GDPR, companies can be fined up to 4% of their annual global revenue or €20 million (whichever is greater), while under the ePrivacy Regulation, companies can be fined up to €10 million or 2% of their global annual revenue (whichever is greater).

What should I do if I have more questions?

If you have more questions about cookies, tracking, or consent, we recommend contacting a lawyer or privacy specialist. At 12 Channels, our subject matter experts are always happy to chat about these topics and help you find the best solution for your business.

Conclusion

Cookies are small bits of data that are stored on your computer by websites you visit. They are used to collect information about your browsing habits and interests, which can then be used to target ads and content specific to you. There are several ways to manage cookies, but hiring an agency will give you an upper hand in managing these kinds of ads without having to worry. Contact us today at 12channels and get a free consultation.