Why we may need third-party cookies after all

The third-party cookie -- also referred to as the HTTP cookie, web cookie, internet cookie, or browser cookie -- has been much maligned in recent years. Consumer privacy groups and industry bodies have rightly raised concerns around consumers' online privacy, data, and security, and have advocated for its demise. This has led to developments such as increased regulation -- like the European Union's ePrivacy directive -- as well as efforts to development into alternative tracking methods led by major players such as Google and Facebook.

 Pundits have been predicting the end of the cookie in the EU for years, and the ePrivacy directive has provided needed clarification on privacy and use in those countries. However, the third-party cookie is still employed in the EU, and no viable alternative has yet to emerge.

 Make no mistake: Consumers deserve to have their privacy respected, and need to be given notice and a choice as to how their data is used. A few recent faux pas -- such as Verizon's use of super cookies and AT&T's proposed plan to charge consumers separate rates for not tracking their internet behavior -- have caused the public to again question the value of the cookie. However, before we do away with it in the name of privacy, let's examine the benefits -- there's much to be thankful for when it comes to all that this small text file provides. I would argue that, without it, much of the richness and variety of the internet might not exist.

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