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Raja Ramachandran

Tuesday, August 14, 2007

Cookies-A must know

Cookies is a must know functionality for all online ad traffickers.Penned down few lines would help you to understand what are cookies and what role does it plays in online advertising

Quick Tour of Cookies
Cookies to me is a program which would help website to store little information about the user's behaviour on the website in the cookies folder of your hardrive.Cookies helps an user to have a faster web experience.

Types of Cookies
  • Session Based Cookies
  • Persistent Cookies
Session Based Cookies:These are the temporary cookies which would be stored until you close your browser.Every web browser has settings which can be used to allow this or block.

Persistent cookies:These stays in your hardware little longer than your session based cookie.Usually the lifetime of this cookies are determined by the website which stores this cookie.Normaly the cookies content would carry its expiry date.Even we can delete this cookies either from web browser or directly from the temporary folder.

  • Cookies helps us achieving Frequency capping that we set in the ad server.
  • For e-commerce sites, cookies helps to a major extent by storing informations regarding transactions.(e.g)After adding an item to a cart, when you move next to check out, without cookies, the website would not register what item if you have added to the cart
  • Faster web user experience
  • Cookies may lead to revenue loss to the ad serving companies if not properly cachebusted because when a user visits already visited page, the page content along with online campaigns would be retrieved from cookies and hence revenue loss to the ad serving company
  • Improper Cookie handling, would result in impressions discrepancies when we use 3rd party ad server

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