Tracking cookies are commonly used in the world of SEA. They can provide valuable information about Internet users and their interests, allowing a better ad targeting and a more effective remarketing. However, the use of these cookies threatens the privacy of Internet users. This is why the European Union strives to provide a legislative framework to regulate the use of data by third parties online. As a result, the « E -Privacy Directive », called « Cookie Law « , was created in 2011. Among other things, this Directive requires that the owners of websites that use tracking cookies inform their visitors about this, in order to give them the opportunity to accept or refuse the storage of cookies on their computers (either through the website itself or via their browsers’ settings).
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