The Girl Scouts of America are out peddling boxes of their delicious snacks again, and we're generally powerless to resist. Everyone loves cookies, right? Well, the answer to that question really depends on which kind of cookies we're talking about. No, not Tagalongs or Caramel Delights, but rather the invisible cookies that help marketers and customer relationship managers get insights into the online behavior of consumers. I'd wager if you asked someone what a cookie is or what it does, they'd be hard pressed to give you a clear answer, but its utility is hard to deny.
What are the benefits of cookies?
Over-protective Spyware? However, as concerns over website security and protecting people's digital profiles grow, the capabilities of third-party cookies have begun to diminish. This, in one part, is due to computer technology, and to a larger extent reflects the changing nature of Internet accessibility. Use of anti-spyware has contributed to a growing number of Web users inadvertently deleting third-party tracking cookies. Citing a recent Jupiter Research report, more than 48 million people surfing the Internet make use of this type of anti-spyware.
What's more, 38 million users have software that blocks nearly 75 percent of cookies (Tweet this Now!).
How should businesses respond? Well, one answer could be potentially moving from third-party to first-party cookies. This would mean the business creates cookies on the brand's website. There are limitations to this strategy, but considering the rate at which consumers are mainly unconsciously blocking third-party cookies, many businesses have few alternatives.
Another significant piece of this cookie puzzle is the explosion of mobile devices for surfing the Web. An August Axciom white paper highlighted the fact that 42 percent of adults in the U.S. were categorized as perpetually connected consumers, according to Forrester Research. These individuals own and use a minimum of three Internet-connected devices which they utilize throughout the day and from a variety of locations. However, cookies aren't nearly as effective when it comes to keeping track of consumers' mobile Internet habits compared with desktop browsers.