What Are Cookies?
A Marketer’s Guide to Digital Tracking and Privacy
Imagine walking into your favorite coffee shop, and before you even say a word, the barista remembers your usual order—a double espresso with oat milk. That’s essentially what cookies do for websites. They allow digital platforms to recognize you, remember your preferences, and create a seamless browsing experience. But just like in real life, sometimes a barista (or website) remembers more about you than you’d like.
Let’s break down what cookies are, how they work, and how they impact digital marketing and online privacy.
How Do Cookies Work?
When you visit a website, a tiny file—called a cookie—is stored on your device. The next time you return, that cookie tells the website who you are, what you like, and what you did last time you were there.
For example, say you’re browsing an online sneaker store. You click on a pair of limited-edition Nikes but don’t make a purchase. Later, while scrolling through Instagram, you see an ad featuring the same shoes with a 10% discount. That’s not magic—that’s cookies at work!
Each time you interact with a website, your browser communicates with its server, sending back information stored in the cookie. This enables features like:
- Auto-login – Ever wonder why you don’t have to enter your password every time you visit your email? That’s a cookie keeping you logged in.
- Shopping cart memory – You add a book to your cart, leave the site, and return two days later to find it still there. A persistent cookie is making sure you don’t lose your selection.
- Personalized recommendations – Websites like Amazon suggest products based on your browsing history, thanks to tracking cookies.
Types of Cookies: The Good, The Bad, and The Tracking
Not all cookies are created equal. Some are helpful, while others can be a little too nosy.
1. First-Party Cookies
These are set by the website you are visiting. They remember your login info, language preferences, and other useful details to improve user experience.
Example: If you visit Social Thrive, their first-party cookies may remember your preferred page settings or whether you’ve engaged with certain blog posts before.
2. Third-Party Cookies
These are placed by outside companies, usually advertisers, to track your activity across different sites.
Example: You browse a fashion blog, then visit a completely different site, and suddenly see ads for the same clothes you just looked at. That’s a third-party cookie keeping tabs on your digital footsteps.
To learn more about how third-party cookies track users, visit Wikipedia.
3. Session Cookies
These are temporary cookies that disappear as soon as you close your browser. They are used mainly for things like keeping track of your activity during a single browsing session.
Example: When you fill out an online form but accidentally refresh the page, session cookies help keep your data from vanishing.
4. Persistent Cookies
These remain on your device for a set period, even after you leave the site. They help websites remember things over time.
Example: If you log into Netflix and it keeps you signed in for weeks, that’s because of a persistent cookie.
Are Cookies Safe? The Privacy Debate
Cookies are harmless in terms of security—they can’t infect your device with malware. But privacy is another story.
Some cookies collect a vast amount of data on your browsing habits, raising concerns about surveillance and data misuse. This is why GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) require websites to obtain user consent before setting certain cookies.
To understand the legal side of cookies, check out this overview of GDPR and cookies.
How to Manage Cookies and Protect Your Privacy
If you don’t want websites tracking your every move, you have options:
- Adjust browser settings – Most browsers allow you to block third-party cookies.
- Use incognito mode – Private browsing prevents cookies from being stored after you close a session.
- Clear cookies regularly – You can manually delete cookies in your browser settings.
- Use privacy-focused browsers – DuckDuckGo and Brave block trackers by default.
Why Marketers Love Cookies (And What’s Changing)
Marketers rely on cookies to understand customer behavior and serve targeted ads. Here’s how cookies fuel digital marketing:
1. Retargeting
Have you ever browsed an online store but left without buying? Retargeting ads (powered by cookies) make sure those products “follow” you around the web, increasing the chances you’ll complete the purchase.
Example: You check out Nike’s new running shoes, but leave without buying. Two days later, an ad for those exact shoes appears while you’re reading the news.
For more on behavioral retargeting, visit Wikipedia.
2. Personalized Advertising
Cookies help advertisers serve hyper-targeted ads based on your browsing history.
Example: If you’ve been researching vacations in Italy, you might see ads for flights, hotels, or travel guides the next time you visit a different site.
Learn more about targeted advertising in this Wikipedia article.
3. Analytics & Performance Tracking
Cookies power tools like Google Analytics, helping businesses understand user behavior and optimize website performance.
Example: A business sees that visitors often abandon their checkout page at the same step. Using analytics, they identify the issue and improve the process, boosting conversions.
For more on Google Analytics and cookies, check out Google’s documentation.
Final Thoughts: Are Cookies Good or Bad?
Like that friendly barista who remembers your order, cookies can make life easier. But if they start asking too many personal questions—like where you went last night and who you were with—it might feel invasive.
As digital privacy becomes a growing concern, businesses must balance user experience, personalization, and ethical data use. The key takeaway? Transparency and consent are the future of online tracking.
Are you looking for help to help your business thrive online? Reach out to us today and let’s see how we can partner up!
