If a cookie is stored on the user’s hard drive to be able to recognize and track it later, this is called cookie tracking. While the user isn’t in any way limited by this kind of data collection – it runs entirely in the background – you can’t be completely sure of what happens to this data. While the use of tracking cookies as instruments of affiliate marketing and web analysis is essentially harmless, there are certainly scenarios in which user information is used beyond its normal purpose or even passed on to third parties. Furthermore, an explicit danger exists from cookies planted by cybercriminals or when distributed by dubious websites whose aim is to collect as much data as possible.
In summary, tracking cookies can be roughly divided into the following three groups:
1. Affiliate
Cookies are important for affiliate marketing, since the affiliate marketer receives a commission for any purchases by users through the referral. Without tracking or tracking cookies, there would be no way of noting the source of the referral, and the affiliate misses out on their commission. The cookie duration – the period in which the cookie is valid – determines how long an affiliate marketer has a recognized role in any transactions. The same applies to identification of the user. Cookie tracking is not only used for affiliate marketing, but also to create user profiles.
2. User profile creation
Companies use cookies to create user profiles in which the user’s browsing behavior, interests, and preferences are tracked and stored. Such cookies work in tandem with other cookies, allowing them to collect even more user behavior data across multiple pages. This data is used to analyze more complex patterns in user behavior and to present targeted personalized ads to the user.
Although cookies are extremely valuable for businesses, advertising agencies, and above all for online shops, there are numerous privacy concerns about cookie tracking.
3. Malicious cookies
Malicious websites can store cookies on your computer and record your internet activity. These text files can also pass any captured data on to third parties, which is what makes them so dangerous. Like all other “harmless” cookies, these cookies are stored on your PC when you visit certain websites. Privacy advocates warn that tracking cookies compromise users’ privacy while the advertising industry makes the argument that all data is collected anonymously, meaning it can’t be identified with a particular individual.
You can protect yourself from these tracking cookies by disabling cookies.