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| Author: | Zeichick, A. |
| Title: | GETTING THE INSIDE TRACK: How advertisers use cookies to target consumers and understand their behavior |
| Journal: | Red Herring
2001 : MAR 20, 94, p. 76-77 |
| Index terms: | INTERNET ADVERTISING INFORMATION TECHNOLOGY |
| Language: | eng |
| Abstract: | This paper considers the problem of using cookies by advertisers and Web sites. The author explains the main purpose and algorithm of cookies creating and make a conclusion that typically a cookie stores a unique customer number. Based on cookies information special companies can compile immense database and use those database to manage multiple-site campaigns, compile statistics, and target users according to specific demographics. Because advertisers demand that sites deliver not only eye-balls, but also results, a site can attract advertisers by touting its number of visits, or its unique visitors - identifiable by their cookies. |
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