Cookies (in Online Advertising)
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Cookies (in Online Advertising)



A primer to cookies and how they are used in online advertising.

A primer to cookies and how they are used in online advertising.



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Cookies (in Online Advertising) Cookies (in Online Advertising) Presentation Transcript

  • Cookies and more... By, Vinay Shriyan
  • It all started from a ... cart at Netscape
  • Wikipedia says... ...a cookie is used for an originwebsite to send state information to a usersbrowser and for the browser to return the stateinformation to the origin site
  • Typical flow Go to URL Read Cookie Yes Is Cookie Write new Cookie No Empty? Use Cookie infoUpdate Cookie info
  • Unique Cookies 47,908 382,57613,489 12,246 11,219 10,580 9,895 4,372 Source: Feb 2012 statistics by
  • Cookies is used by 49.7% of all the websites.
  • Cookies cannot...Automatically access to personal informationRead or write data to hard diskRead or write information in cookies placed by other sitesRun programs on your computer
  • Cookies can...Store any information you explicitly provide to asiteTrack your interaction with parent site such as pages visited, time of visits, number of visits
  • Max 4Kb in size 3 imp Attributes: Name,Value,Expiry300 cookies per browser
  • Cookies are used for...User Tracking Session Management Personalization
  • Ad server Web server
  • Social widgets arecollaborative but act as homingdevices for online advertisers...
  • Facebook Case studyI window shop at
  • Yes I Love
  • Audience profilingIt knows who you are + = Better Targeting What you like
  • It knows you, before you even login...
  • Cookies and UK 26th May 2011, the Cookie law Obtain informed consent from visitors82% of digital marketers think the EU cookie law is bad for the web -
  • The ICO case “Websites face £500k fine for breaching ‘cookie’ law“
  • Cookies and Privacy
  • Opt-out of targeting
  • Opt-out of targeting
  • RTB – Ecosystem, remember?
  • What about Chitika??
  • Thank you...