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Cookies

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Submitted By ojagbontaen
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Is the use of technologies, such as "cookies", strategic to marketing goods and services online? What is the impact, if any, on consumer privacy?
There is no doubt that the use of internet cookies is a strategic tool for online companies. Cookies are small text that is put on a computer’s hard drive when a user visits certain websites. Cookies are able to identify the users browsing and purchasing history. For example if someone has recently purchased a video game on amazon.com when that computer revisits amazon the user will be shown a variety of home goods based on their previous purchase (Laudon & Laudon, 2013). Cookies benefit online companies because they are able to track user’s purchases and provide them with relevant products the appeal to them.
What is the impact, if any, on consumer privacy?
Forbes.com suggests that while cookies used to be the best technology for marketing they will soon be left in the dust. The problem is that many users are aware of cookies and with a click can turn all cookies off. Forbes also notes that mobile phones are starting to take over a large percentage of web usage and they do not use cookies. Fingerprinting, is what Forbes says will overtake the cookies era. Fingerprinting is similar to cookies in that it tracks user information. Fingerprinting looks at the unique characteristics of your computer such as: screen size, programs installed, time zones, fonts, these unique features create a fingerprint. The fingerprinting phase of technological track is in effect. Forbes gives this example of how fingerprinting occurs in an email you would receive from your favorite restaurant, “For example, if you open a restaurant promotion in the morning it might advertise a lunch special, or later in the day, dinner. And perhaps they know you prefer seafood to steak” Just like cookies there is nothing illegal about fingerprinting. With cookies you do have the option to turn the off, there is no way to stop fingerprinting.
Reference cited:
Laudon, K. C., & Laudon, J. P. (2013) Management Information Systems: managing the digital firm (13. ed.). Upper Saddle River, N.J.: Prentice Hall.
http;//www.forbes.com/sites/adamtanner/2013/06/17/the-web-cookies-is-dying-heres-the-creepier-technology-that-comes-next/

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