Photo by The Use of Cookies in Online Advertising: A Closer Look
When browsing the internet, it’s common to encounter websites and apps that use cookies to provide a personalized experience. Cookies are small pieces of data stored on a user’s device, allowing websites to remember preferences, authenticate users, and provide targeted advertising. However, the use of cookies raises concerns about user privacy and data protection.
As part of the Yahoo family of brands, Yahoo uses cookies to provide its sites and apps to users, authenticate users, apply security measures, and prevent spam and abuse. However, when users click ‘Accept all’ on Yahoo’s cookie consent banner, the company and its partners may also store and/or access information on the device, using precise geolocation data and other personal data such as IP address and browsing and search data.
This data is used for personalized advertising and content, advertising and content measurement, and audience research and services development. While this may provide users with a more tailored online experience, it also raises concerns about the collection and use of personal data.
An illustration of cookie use on the internet
In this article, we will explore the use of cookies in online advertising, the benefits and drawbacks of this practice, and what users can do to manage their cookie settings.
The Benefits of Cookies in Online Advertising
Cookies allow websites to provide users with a personalized experience, tailoring content and advertising to their interests and preferences. This can lead to a more engaging and relevant online experience, with users seeing ads that are more likely to interest them.
However, the use of cookies also raises concerns about user privacy and data protection. As mentioned earlier, cookies can be used to collect precise geolocation data and other personal data, which can be used for targeted advertising.
Managing Cookie Settings
Users have the option to manage their cookie settings on Yahoo’s websites and apps. By clicking on the ‘Privacy & cookie settings’ or ‘Privacy dashboard’ links, users can customize their cookie choices, allowing them to reject or accept cookies for specific purposes.
A screenshot of Yahoo’s cookie settings
Conclusion
The use of cookies in online advertising is a complex issue, with both benefits and drawbacks. While cookies can provide a personalized online experience, they also raise concerns about user privacy and data protection.
As users, it’s essential to be aware of the use of cookies on the websites and apps we visit and to take steps to manage our cookie settings. By doing so, we can ensure that our personal data is protected and that we have control over our online experience.
Further Reading
