Some days it seems online marketing revolves around cookies, those small text files stored in your browser that may be automatically deleted by browsers or routinely deleted by individuals.

Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. But how reliable are cookies and more importantly, how does that impact our data and decisions?

As a way to identify an individual, third party cookies are unreliable. However, most advertising applications for cookies assume they are used to identify a person consistently over time. [Read more…]