ABSTRACT
Advertising and sponsorship have traditionally served as a means for businesses and organizations to promote their products, services, and ideas in return for financial and other support for their activities. The Web has introduced new variations on traditional advertising and sponsorship. Because advertising and sponsorship play significant roles in our everyday lives, it seems that it would be an easy task to find universally accepted definitions for the terms. Since advertising and sponsorship definitions encompass a diverse array of activities, they have been subdivided into the following categories: commercial advertising, advocacy advertising, institutional advertising, word-of-mouth advertising, corporate sponsorship, and nonprofit sponsorship. The chapter provides an overview of cookies as well as two newer tracking tools: device fingerprinting and cross-app tracking. Cookies are information stored by a web server on a user's computer. Deleting or limiting cookies offers a relatively simple method to help limit online tracking.
