{"id":7146,"date":"2018-08-17T13:56:37","date_gmt":"2018-08-17T20:56:37","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=7146"},"modified":"2020-09-04T12:13:33","modified_gmt":"2020-09-04T17:13:33","slug":"what-are-cookies-and-why-do-they-matter-for-advertising","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/","title":{"rendered":"What Are Cookies and Why Do They Matter For Advertising?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What Are Cookies and Why Do They Matter For Advertising?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">The Mediavine Team<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-08-17T13:56:37-05:00\">August 17, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">Warning: This post may venture into the tech weeds, but it should bring to light some of the <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">details behind the scenes of online advertising<\/a> \u2014 specifically,<a href=\"https:\/\/www.mediavine.com\/what-advertisers-want\/\" target=\"_blank\" rel=\"noopener noreferrer\"> what advertisers are looking for when purchasing your inventory<\/a>, and how publishers benefit from it.\n<h3>What Are Cookies?<\/h3>\nEveryone has heard of cookies, especially in recent years as Internet data collection has become something of a controversial topic. But while \u201ccookie\u201d is a universally recognized term, cookies are often misunderstood or not understood at all.\n\n<strong>Cookies are essentially small text files stored on a user&#8217;s computer, designed to collect and retain a modest amount of data specific to a particular advertiser and\/or website.<\/strong>\n\nStill with us so far?\n\nIn practical terms, cookies are the reason you continue to get ads for the pair of shoes you browsed for online, or that nice new toilet seat you just purchased.\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Dear Amazon, I bought a toilet seat because I needed one. Necessity, not desire. I do not collect them. I am not a toilet seat addict. No matter how temptingly you email me, I&#8217;m not going to think, oh go on then, just one more toilet seat, I&#8217;ll treat myself.<\/p>\n\u2014 Jac Rayner (@GirlFromBlupo) <a href=\"https:\/\/twitter.com\/GirlFromBlupo\/status\/982156453396996096?ref_src=twsrc%5Etfw\">April 6, 2018<\/a><\/blockquote>\n<script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\nCookies can live on your computer from a few weeks to a few years. While some recent news coverage may paint this as sinister, this practice has been common since the dawn of the Internet, and is crucial to increasing publishers\u2019 RPMs over time. Typically, cookies last about 30 days for advertisers before they automatically delete themselves. The highest value for a cookie is generally as close to the visit or behavior that triggered the cookie and loses value the further you get from that activity date.\n\nAdvertisers want to show ads to specific users or users exhibiting specific behaviors. A user who visited DIY bathroom remodel sites in the last few days, for example, is likely worth 10 times what advertisers of such services and products would pay to reach unknown users.\n\nThe more specific cookies are when determining behavior, the stronger the return. Take a person who visited a big box electronics store and put an expensive TV in their cart, but never purchased it. They could be worth bids 100 times higher than unknown users. The value decreases the further away from the date the TV was put in the cart.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4868\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/analytics-656x460.png\" alt=\"A man uses a tablet.\" width=\"600\" height=\"421\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/analytics-656x460.png 656w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/analytics-428x300.png 428w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/analytics-768x539.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/analytics.png 1400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n\nIf you watch your <a href=\"https:\/\/www.mediavine.com\/what-is-rpm\/\" target=\"_blank\" rel=\"noopener noreferrer\">RPMs daily or weekly<\/a>, you will likely observe <a href=\"https:\/\/www.mediavine.com\/ad-revenue-seasons\/\" target=\"_blank\" rel=\"noopener noreferrer\">increases around all major holidays<\/a>, throughout the fourth quarter of the year and anytime consumer spending spikes online &#8211; with cookies the driving force behind those RPM spikes.\n\nThere are limitations to cookies, because you\u2019re not actually being spied on. The data they collect is still anonymous and aggregated, and as such, they can be unreliable. Cookies also face various technological limitations that hinder their effectiveness.\n\nThey often fail to follow the same person from a computer to a phone or a tablet. A cookie also can\u2019t tell if it\u2019s you, your child or your friend using those devices.\n\nData points are more difficult to capture on mobile devices, which mean lower <a href=\"https:\/\/www.mediavine.com\/cpms-ecpms\/\" target=\"_blank\" rel=\"noopener noreferrer\">CPMs<\/a> on phones compared to desktop. And that\u2019s all before taking into account the corporate and political pressures involved.\n\nLast year, Apple restricted the use of cookies, resulting in a decrease in both the number of bids and the amounts of those bids we saw from Apple browsers. Most of you remember the chaos of <a href=\"https:\/\/www.mediavine.com\/gdpr-resource-hub\/\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a> this year, which dramatically changed cookie usage in the EU.\n<h3>What Can You Do to Improve the Effectiveness of Cookies, and Your Users?<\/h3>\n<strong>Diversify.<\/strong> Much of this process is out of our hands as publishers, but not all of it. The easiest and best way to get the most out of your users is not to put all your eggs in one basket. Don\u2019t rely on just one social media platform, or one app store. Don\u2019t <a href=\"https:\/\/www.mediavine.com\/the-ultimate-easy-seo-checklist\/\" target=\"_blank\" rel=\"noopener noreferrer\">quit on SEO<\/a>. Differing strategies impact RPMs in different ways, so keep experimenting, spreading your efforts around and seeing what works.\n\n<strong>Change up your content.<\/strong> More is more when it comes to content, and while it\u2019s important to know your audience and your niche(s), considering broadening your content approach to grow your user base as well. If you\u2019re a food site and happen to travel, for example? Travel advertisers spend aggressively for relevant ads, so posting about your trip could pay dividends. If you are a parenting blog but are remodeling your bathroom, or buying a new car for the growing family, tell us why and talk to us about these processes. This will widen your pool of users \u2014 and cookies \u2014 which will help you adapt to any changes in buyer behavior.\n\n<strong>Stay up to date.<\/strong> Keeping an eye on Mediavine updates, making sure your <a href=\"https:\/\/www.mediavine.com\/ads-txt-prevent-ad-fraud-use\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ads.txt page<\/a> is updated regularly, and beta testing products like the Mediavine Create plugin all keep you ahead of the curve in a constantly-evolving landscape.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6742\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/07\/video-689x460.jpg\" alt=\"A smart phone plays a video ad; in the background is a tabletop with wireless keyboard and mouse, and a cup of coffee.\" width=\"600\" height=\"401\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/07\/video-689x460.jpg 689w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/07\/video-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/07\/video-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/07\/video.jpg 800w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n<h3>What is Mediavine Doing to Help?<\/h3>\nMediavine is always building relationships with advertisers, social platforms, and ad tech partners who specialize in targeting cookies, ensuring that we are an ideal partner to fit their needs and are prepared for whatever is coming next.\n\nWhat\u2019s coming next is the million-dollar question, but we are determined to be part of the conversation, <a href=\"https:\/\/www.mediavine.com\/mediavine-joins-coalition-for-better-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">joining and investigating groups who are brainstorming<\/a> and leading the way toward a post-cookie world.\n\nFor example, there are several groups working on strategies to link users to multiple devices and browsers without cookies. Mediavine will be in position to test these products and other solutions, ensuring their effectiveness without invasiveness.\n\nFinally, <a href=\"https:\/\/www.mediavine.com\/developer-update\/\" target=\"_blank\" rel=\"noopener noreferrer\">our development team will be creating products<\/a> to give advertisers new options to reach users they are looking for outside of, or in addition to cookies. The Mediavine Create plugin will be the first such solution.\n\nWe are always working on improving the ad experience to make our publisher partners\u2019 ads as valuable as possible to our clients, while <a href=\"https:\/\/www.mediavine.com\/mediavine-ads-are-just-the-beginning\/\" target=\"_blank\" rel=\"noopener noreferrer\">improving viewability<\/a>, <a href=\"https:\/\/www.mediavine.com\/improve-site-speed-and-gpsi-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">site speed<\/a> and <a href=\"https:\/\/www.mediavine.com\/mediavine-video-player-2-0-an-introduction\/\" target=\"_blank\" rel=\"noopener noreferrer\">video performance<\/a>. #yearofvideo\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7173 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-cookies.png\" alt=\"Colorful monster cookies.\" width=\"600\" height=\"400\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-cookies.png 600w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/mediavine-cookies-441x294.png 441w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n\nWe would also like to state for the record that all publishers should update their Privacy Policy immediately to explicitly state that dark chocolate chunk M&amp;Ms are the absolute best cookies.\n\nJust kidding. (They are though.)<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/e3220aded17a2f76bff75294b4d13f344d81294787c0a43b7aa017ba65d79008?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/e3220aded17a2f76bff75294b4d13f344d81294787c0a43b7aa017ba65d79008?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/guest\/\" target=\"_self\">The Mediavine Team<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link 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8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Warning: This post may venture into the tech weeds, but it should bring to light some of the details behind the scenes of online advertising \u2014 specifically, what advertisers are looking for when purchasing your inventory, and how publishers benefit from it. What Are Cookies? Everyone has heard of cookies, especially&#8230;<\/p>\n","protected":false},"author":44459,"featured_media":21680,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-7146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Are Cookies and Why Do They Matter For Advertising? - Mediavine<\/title>\n<meta name=\"description\" content=\"Cookies are small text files stored on a user&#039;s computer, designed to collect data specific to a particular advertiser and\/or website.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Are Cookies and Why Do They Matter For Advertising?\" \/>\n<meta property=\"og:description\" content=\"Cookies are small text files stored on a user&#039;s computer, designed to collect data specific to a particular advertiser and\/or website.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-17T20:56:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-04T17:13:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/Mediavine-Blog-Graphics-6-34.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"The Mediavine Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Mediavine Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\"},\"author\":{\"name\":\"The Mediavine Team\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/42bab770c4abea46b536a202c15e3cbf\"},\"headline\":\"What Are Cookies and Why Do They Matter For Advertising?\",\"datePublished\":\"2018-08-17T20:56:37+00:00\",\"dateModified\":\"2020-09-04T17:13:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\"},\"wordCount\":1068,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-21.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/what-are-cookies-and-why-do-they-matter-for-advertising\/\",\"name\":\"What Are Cookies and Why Do They Matter For Advertising? 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