Cookies on the Internet: Encrypted data flood or necessary protection?

Cookies on the Internet: Encrypted data flood or necessary protection?

In the digital world, cookies play a crucial role in user behavior and online advertising. These small text files, which are stored on devices when websites are accessed, enable websites to recognize users on their next visit. For example, login data or the contents of the shopping cart can be saved. A major benefit of cookies is that they improve the user experience as they support basic functions of a website, such as session management and shopping cart functionality.

In addition to the functional aspects, cookies are also used to track user behavior, sometimes across different websites. However, it depends on the purpose of use whether cookies are considered personal data or not: Cookies used for technical purposes, such as those for language settings, usually have no personal reference, while cookies that are used for advertising or for login information usually have a personal reference. Data protection advocates emphasize that explicit consent must be obtained from users in order to use non-essential cookies that track user behavior. Cookie banners are a common means of obtaining this consent, but must comply with data protection requirements and must not lead to consent, as can be done Hessian data protection authority reported.

Goals of data processing

The data collected through cookies is aimed at making advertising more relevant. Advertisers compile profiles of user activities and interests. For example, an online marketing campaign from a watercolor manufacturer can target amateur and professional artists. A clothing company might focus on reaching wealthy young parents by using agencies to create such profiles. Advertisements are often displayed based on previous user interactions, such as when an online retailer offers running shoes that users have previously viewed.

Another aspect is measuring campaign performance. By linking clicks on advertising with purchases, effectiveness is assessed. These processes are carried out in accordance with the General Data Protection Regulation (GDPR), including the transfer of data to Google LLC and Google Ireland Limited. Data transfers to the USA are based on the adequacy decision of the European Commission. Information about web interactions and user analytics is not only used to optimize advertising, but also helps develop better products and offers, shows Fund Professional on.

Protection of privacy

Despite the benefits that cookies provide to the user experience, there are also privacy concerns. Users have the option to prevent tracking by cookies by refusing their consent or managing cookies in their browser settings. Many browsers also offer a private mode or the ability to activate the “Do Not Track” feature. Browser extensions can also help prevent web tracking.

Overall, cookies and the associated technologies are a double-edged sword. While they make the Internet easier to use and enable personalized advertising, they overcome the challenge of data protection by ensuring that users' rights are not violated.