Definition of a Cookie

A cookie, sometimes referred to as an HTTP cookie, web cookie, or browser cookie, is a small piece of text data sent from a web server to a user’s browser. The browser stores this data and sends it back to the server during subsequent interactions. Cookies are primarily used to remember information about the user or their activity on a website.

Core Attributes of Cookies

Every cookie has several essential attributes:

• Value: The actual data stored in the cookie.
• Domain and Path: Define the scope of the cookie, specifying which website and which specific paths on that website can access it.
• Expiration: Determines how long the cookie remains valid.

Additional attributes can include:

• Secure flag: Ensures the cookie is only sent over HTTPS connections.
• HttpOnly flag: Prevents JavaScript from accessing the cookie, enhancing security.

Types of Cookies

Cookies can be classified based on their lifespan:

• Session Cookies: These cookies do not have a set expiration date and are automatically deleted when the browser is closed.
• Persistent Cookies: These cookies have a predefined expiration date and remain stored on the user’s device until that time.

Use of Cookies in Online Advertising

In digital advertising, cookies often store a unique identifier for the user. They may also track:

• Ads that were recently displayed to the user (used for frequency capping)
  
• When the cookie was created (to monitor short-term user identities)
  
• Other basic attributes to improve targeting and personalization

First-Party vs. Third-Party Cookies

• First-Party Cookies: Created and stored by the website the user is directly visiting.
• Third-Party Cookies: Created by external domains, such as ad servers, and are used for tracking users across multiple websites.

Common use cases

301 redirects serve multiple strategic purposes in digital marketing. They’re essential when rebranding a domain, restructuring website architecture, consolidating duplicate content, migrating from HTTP to HTTPS, or removing outdated pages while directing traffic to relevant alternatives. E-commerce sites frequently use them when discontinuing products to redirect customers to similar items or category pages.

Implementation best practices

Proper implementation requires attention to several factors. Always redirect to the most relevant page possible rather than defaulting to the homepage. Avoid redirect chains (multiple consecutive redirects) as they slow page load times and dilute link equity. Monitor redirects regularly using tools like Google Search Console or Screaming Frog to identify and fix any issues. Keep redirect mappings documented for future reference during site maintenance.

Impact on user experience

Beyond SEO benefits, 301 redirects prevent frustrating 404 errors that damage user trust and increase bounce rates. They maintain continuity for bookmarked pages and external links, ensuring visitors always find working content regardless of how they accessed your site.

Learn more: Cost Per Action (CPA)