What is the importance of cookies in Digital Marketing?

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The use of cookies has different purposes that aim to help and facilitate user navigation. The problem with these lies in the misuse that is given to them and the invasion of the user's privacy .

However, their importance in Digital Marketing is relevant since they seek to improve the user experience and in turn improve the content and advertisements directed at them.

To better explain the relevance and characteristics of these cookies, in the following section we will divide them into the different types of cookies that exist.

Types of cookies
There are different types of cookies depending on the consent given by the user, whether they are first-party or third-party cookies, and their purpose.

· Consent:
– Excepted cookies

These are session and user input cookies, that is, those uruguay whatsapp number database cookies that do not require the express consent of the user to be accepted. This type of cookies improve the functioning of the website, so as we have said before, they can be used without the user's prior consent.

– Non-excepted cookies

The other cookies found on the website are not exempted , and require the express consent of users in order to be used, so they must be notified to the user and the user has the option to accept them or not in a clear and direct manner.

· The entity that manages them:
Depending on the domain or server to which the cookies are directed, that is, depending on the corporation that manages them and handles their data and information, we find two different types:

– First-party cookies

Also known as own cookies .

As their name indicates, these are cookies that are generated by the website that the user visits, and which are intended to improve its operation and enhance the user's experience within it.

These are used for the purpose of calculating domain traffic , the number of pages visited, the number of users, etc. In addition, the owners of the first-party cookies use them to carry out campaigns and advertisements aimed at their target audience, for example, through the Google Analytics tool.

– Third-party cookies

Third-party cookies are those that are not generated by the website itself, but belong to external servers or providers of the domain. These refer to the advertisements that the user may encounter when entering a certain website and can be blocked by the user without any problem.

However, if they are accepted, they are responsible for tracking and saving user information to then display more personalized and effective ads.

· Its purpose:
Cookies can also be classified according to the purpose for which they obtain user information, they can be:

– Technical or strictly necessary cookies

These are those that allow the user to navigate through the web pages they access and in this way, select the different options and use the various services they offer, such as, for example, identifying a user's login, remembering the products that the user added to the cart in a previous session, etc.

– Personalization or functional cookies

These are cookies that are responsible for compiling user experience priorities on the website, specifying and customizing some of its features such as, for example, the choice of language, the type of browser to use, etc.

– Measurement or performance cookies

Also known as analysis or analytics cookies , they are used to track and analyze user behavior on the website as they navigate.