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The collection of this type of data can be extremely important to marketers when they make decisions about their overall online marketing plan, types of ads, and placement of those ads. By examining this data, they are able to identify segments of their market which have been "accidentally" exposed through the World Wide Web, and thus, assist in making better marketing decisions. It can also provide a conduit into various types of "permission" marketing, such as personalized emails, to encourage consumers to visit a firm's site, creating "intentional" exposure. The use of these "cookies", while not all encompassing, certainly allows for much more advanced tracking of the effects of advertising, it does not however, provide much purview into the total number of actual exposures...
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