Cookies are small files of information, and are stored on the users computers by the websites that they visit, with web servers having the right to store a small amount of information on each computer that visits the site. When the users computer requests a page, the server receives a copy of any cookie that has previously been stored. A script on the web page can then access the information in the cookie and use this to make the web page more personal. Cookies have six parameters in total that can be passed to them; the name of the cookie, the value of the cookie, the path the cookie is valid for, the domain the cookie is valid for and the expiry date of the cookie - this determines how long the cookie will stay valid in your browser and whether it needs a secure connection.
Cookies are used by websites for many reasons, mainly all tailored to the individual; they are able to identify a particular user or computer by storing visitors ID's, which can then link them to the consumers 'personal' database. It also stores the users personal preferences, and keeps them if the user returns to the site later on, for example making the font larger or changing the font. It also shows the captured information between web pages, espeically for those websites that do not store visitor details in a database. It also stores store marketing information, such as how many times you have visited a site, what you brought etc.
The main aim of websites using cookies is so that the site is able to recognise each individual user when they log on. This ID can then be matched to the database record of the user where the ID acts as a primary key. This then ables the site to welcome each customer by name, have their order history, preferences etc from the second they log onto the site. Many computers are shared, and have more than one user for multiple sites, therefore the sites have to make sure that the consumer is who they say they are. On Amazon's website, further cookies are also maintained within the cookie file to store session ID's and other information as well. Some search engines use this information to advertise similar products/services tailored to the clients previous search history.
Some advertising and marketing agencies use cookies for their own benefit, making agreements to allow them to place banner ads and other images on their clients websites; such as a web bug (an invisible image used to monitor what adverts and web pages a user is viewing. When the banner or image is clicked, the server of the advertising agency places a cookie on the computer of the person accessing it. The same cookie is then accessed across the multiple sites on which these banner ads have been placed. The agency are then able to track what users have clicked onto what advertisement, with overtime being able to determine the interests of many users and create a profile of them. These profiles are then placed on a database, and can be more specific and personalised to each user. These agencies can then look at the patterns and trends for predicting the most used site and what banners work best, possibly selling this information to other companies to use in the future.
Adware is much more intrusive than cookies, usually being a program that you can install yourself. This is usually done without realising, tracking your online behaviour so that advertisers and market reasearchers are able to watch your spending habits and predict market trends. On the other hand, if advertisers are open and inform the customers what they are intending to do, it can be very useful. From installing this service they will offer the customer incentives and rewards from participating retailers. Many reasons why Adware is installed is due to the customers negligence; the acceptance is often hidden in the small print of the End User Licence Agreements (EULA), being asked to confirm that you have read and agreed to the sortwares terms and conditions. Many just tick the box and carry on, not bothering to read the small print or any of the agreement. Sometimes this can be extrememly hard for customers to remove from their system, becoming a very intrusive program which collects and reports information about the users habits.
Being recognised and having your own 'personalised' database on a system is not all bad, providing a better experience for the customer. Orders are able to be processed very quicly without the need to ask all the personal information, such as delivery address and payment details. Many will also store birthdays or special occasions of their customres, sending out special offers or vouchers for the customer, as to gain a loyal customer base.
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