Let’s face it: technology, especially the internet, can be pretty daunting to try to grasp, and with terms like malware, cursor and spam, it also seems pretty dangerous. So kudos to the guys who decided e-commerce and affiliate marketing should rely on an innocuous technology called a “cookie.”
A cookie is a technology that works with web browsers to store information like user preferences, login or registration information, and shopping cart contents. Have you ever opted-in to have a website “remember” your password and username for one of your online accounts? That’s a cookie. Ever notice while searching the web for “travel deals” and you suddenly start seeing travel display banners on other websites? Those ads are appearing for you because you’ve been cookied (it’s okay, you won’t get hurt).
In affiliate marketing, one task that cookies manage is to remember the link or ad the visitor to a website clicks on. Cookies can also store the date and time of the click, they can even be used to remember what kind of websites or content you like most. There are many different types of web cookies and uses, but the kind of cookie affiliate marketing relies on is called a first-party cookie.
When a user visits a publisher’s website and clicks an advertiser’s creative ad, the visitor’s browser receives the CJ tracking cookie that identifies the advertiser, the publisher, the specific creative and commission amount. This data is stored within the link information in what are called “parameters” and can include even more anonymous data used for attribution.