When Do Cookies Go Too Far?

Cookies: When Do Cookies Go To Far?

Currently, companies can find out just about everything they want to know about you (as a consumer that is) by using cookies, files that allow websites to recognize you. This has its rewards and aversions since consumers appreciate things like tailored product suggestions, but also might find it creepy that so much of their behavior can be predicted.

When it comes to what people perceive as an invasion of privacy, the line gets drawn in different ways. Last year, the media reported that Target had been using their customers’ purchase records in order to predict when women were becoming pregnant and giving birth. They used this knowledge in order to beat the competition and send pregnant women ads for baby-related products before they even gave birth (the future mothers usually received the ads during their second trimester). Consumers found this outrageous even though the marketing technique Target used is basically just an especially well-baked cookie; the same kind of cookie that people deal with every day and don’t seem so upset about.

Cookies are an established and generally accepted technique for furthering sales. They usually allow websites to analyze purchase patterns and predict the consumer’s next move without invading aspects of their personal life, such as when their child will be born. They allow shopping that becomes exponentially faster and more convenient in a short amount of time. All cookies perform this basic function at the very least. However, there are a few different types with added qualities that are difficult to notice. The terminology for these types of cookies isn’t consistent. The difference is generally just how much data the cookie gathers. An extremely simple cookie will only work while the user is navigating the site. It often gets deleted after the browser closes. On the other hand, a more advanced cookie can compile a long-term and intricate record of a consumer’s browsing history. These are the kinds that spawn more privacy concerns.

Consumers have a choice to make as well when it comes to cookies. If they consider cookies an invasion of privacy or if the idea just makes them uncomfortable, they can find a way to adjust their browser settings or clear their history so that cookies don’t pester them. However, they might end up missing the helpful suggestions and accelerated buying that cookies provide.