There are many ways how cookies can be used by websites. Once a user gives its consent for a website to release cookies, they start tracking personal data, user’s browsing activity and even IP address, purchase history and preferences. And with that information websites can do a number of things:
- Optimize website performance. Website owners want to have information on how the website is performing, how users spend time on it, and for what reasons they decide to exit. Cookies track user actions and help website owners to improve the browsing experience.
- Advertise. Websites will also collect data with cookies so they can show the most relevant ads. This practice can boost revenue and sales as visitors are able to see ads suited just for them.