This is aimed in turn to enable a company to provide increasingly customized services beyond what is strictly necessary for the delivery of the service and also send targeted advertising messages in line with the preferences expressed by the user during their web-browsing activities.</p> <p>In other words, profiling cookies may be used to convey behavioral advertising, measure the effectiveness of ads, or to customize the services offered in line with the user's monitored behavior.</p> <p>For example, profiling cookies can be used to create user profiles and offer content in line with the user's interests, or to send targeted ads or messages.</p> <p>