What role do cookies play in digital advertising?

Cookies play a crucial role in digital advertising as they are data files that track users' online behavior. When a user visits a website, cookies are created and stored on their device, allowing the website to remember certain information about the user. This includes tracking what pages they visit, how long they stay on a site, and their interactions with various elements on the webpage.

This tracking is essential for digital advertisers as it allows them to gather insights into user behavior, preferences, and interests. Advertisers can use this information to deliver personalized ads that are more relevant to individual users, thereby improving the effectiveness of their advertising campaigns. By understanding user behavior patterns, advertisers can also optimize their strategies and enhance the overall user experience.

This capability to track online behavior sets cookies apart from other options, as they are specifically designed for this purpose rather than for storing passwords, running programs, or enhancing website speed.