As digital technology advances, the methods for collecting and processing data also continue to develop. Websites and applications frequently utilise cookies, device identifiers, and other online markers to track user activity and preferences for various purposes. It is essential for users to comprehend the implications of these data preferences and how they are utilised by vendors.
When a website is visited or an app is used, cookies and similar online markers may be stored or read on the device to identify it each time a connection is made. This enables personalisation and the delivery of advertising based on browsing history, device type, and non-precise location. User activity on a service can also be stored and combined with other information to create a profile, which is then used to present more relevant content and advertising.
Different vendors have diverse data preferences and cookie durations. Some may collect and process probabilistic identifiers, device identifiers, user profiles, IP addresses, and browsing and interaction data, while others may focus on precise location data or authentication-derived identifiers. It is important to be informed about the type of data being collected and processed by vendors and to understand the duration for which this information is retained.
Advertising presented to users on services can be based on limited data, such as the website or app being used, non-precise location, device type, or the content being interacted with. Additionally, information about how users interact with advertising can be used to evaluate its effectiveness, such as whether an advertisement led to a purchase or website visit.
Reports can also be generated based on user interactions with advertising and content to identify common characteristics and target audiences that are more receptive to specific campaigns. The data collected and processed can also be used to enhance products and services and develop new ones based on user interactions and audience type.
In order to fulfil these purposes, a user’s device may be considered as linked to other devices within their household. Information about an individual’s activity can also be matched and combined with data from various sources in order to serve targeted content and advertising.
It is important to acknowledge that some vendors use alternative forms of storage instead of cookies, and that data preferences may be based on specific user characteristics, such as device type, IP address, and privacy choices. Users need to be mindful of how their data is being used and have the option to manage their preferences accordingly.
Understanding data preferences and cookie terms is critical for both users and vendors. Users should comprehend the type of data being collected and how it is used to personalise their online experience, while vendors should ensure that they are transparent about their data practices and provide users with clear options to manage their preferences. By fostering a better understanding of data preferences, both users and vendors can work towards a more transparent and ethical digital environment.