You pick up your phone, unlock the screen and then look for a familiar logo; you click on an app, start scrolling down, and you see a post of a video with a significant amount of likes, views, and shares and stop to watch it. The video is funny, so you share it -or just like it- and then keep scrolling down, then you see an Ad of your favorite store and click on it, now you are directed to the store’s website and you see a pair shoes that you like.
Now you have to choose: should you buy or not the shoes?
Whether you choose to but the shoes or not is up to you, but by clicking on the ad and looking at the shoes; the algorithm of the website records your motion and later on uses that data to personalize the content that you see on your ads. That’s why after a few searches on the web for a specific item, you see ads of the item everywhere. This information is stored on something called “cookies”.
