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Cookies and Privacy Concerns

In: Digital Marketing

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

Chapter 41 explores the pivotal role of cookies in digital marketing, necessitating a dedicated examination because of their diverse types and profound impact. Cookies, small text files stored by web browsers, are instrumental in tracking user behavior, personalizing advertisements, and enhancing website functionality. This chapter categorizes cookies into various types such as session, persistent, first-party, and third-party, each serving distinct purposes from temporary data storage to cross-site tracking. Users can manage cookies through browser settings or privacy tools to mitigate privacy risks associated with data tracking. Despite their utility, cookies have sparked significant privacy concerns, especially with third-party cookies enabling extensive user profiling without explicit consent. Regulatory frameworks like GDPR aim to safeguard user privacy by mandating transparent cookie consent mechanisms. The evolution of cookies underscores their dual role in digital marketing and privacy debates, from enhancing user experience to facilitating targeted advertising. Technical alternatives to cookies, including local storage and fingerprinting, offer limited replacements because of functionality constraints and regulatory scrutiny. The opt-in versus opt-out consent models delineate approaches to balancing user privacy with digital marketing efficiency. Ultimately, understanding and navigating cookie-related privacy concerns are crucial for companies aiming to leverage digital tools responsibly while respecting user privacy rights.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Cookies and Privacy Concerns," Springer Texts in Business and Economics, in: Digital Marketing, chapter 41, pages 411-416, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_41
    DOI: 10.1007/978-3-031-69518-6_41
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