Click tracking can be done by a different entity than that which serves the creative. The percentage of the advertising fee paid to the Publisher for hosting the creative on their website Typical commissions range from 50 to 75 percent. A cookie is a file used to record and store a variety of information on a user's computer. Cookies are placed by an external source during a certain event, such as the display of an ad. A cookie can be read only by the server in the domain that stored it.
Users can accept or deny cookies, by changing a setting in their browser preferences.
The denial of cookies severely limits the customization and interactivity of a user's online experience. The vast majority of online banner advertising is priced using the CPM model. An advertising campaign pricing model based on paying for direct results. The direct correlation between the action taken and the payment for the advertising that led to the action is desirable to advertisers. An advertising campaign pricing model base on paying only for those ads that experience a click-thru.