What is the function of cookies in online advertising?

Cookies play a crucial role in online advertising by tracking user behavior. They are small pieces of data stored on a user's device that allow advertisers to monitor various aspects of user interaction with websites. This tracking includes the collection of data about the pages users visit, the amount of time spent on these pages, and the products they may view or add to their carts.

By analyzing this data, advertisers can create targeted advertising strategies tailored to individual user preferences and behavior patterns. This means they can serve more relevant ads to users, enhancing the likelihood of engagement and conversion. Additionally, cookies facilitate remarketing by allowing advertisers to reach out to users who have previously interacted with their brand but did not complete a purchase.

The other options do not accurately describe the function of cookies in online advertising. Blocking advertisements is not a function of cookies; instead, cookies can help ensure that ads are shown to the right audience. Enhancing website aesthetics is unrelated to the purpose of cookies, as they are primarily focused on data collection rather than visual design. Limiting ad exposure might be a side effect of certain cookie management practices, but it is not a direct function of cookies themselves in the realm of online advertising.