Surfers' Aren't Hungry for Your Cookies
You weren't actually relying on cookies to measure Web site and marketing campaign effectiveness, were you? Industry analysts believe that almost half of all online users may be regularly deleting cookies from their personal and work computers. Experts are telling advertisers not to despair since those trustworthy Web analytics vendors are looking to adapt their tools to minimize the impact of cookie purging, security minded consumers on ad and marketing campaigns.

According to the study released by JupiterResearch, 58% of online users deleted "cookies" in 2004. And as many as 39% of online users may be deleting cookies from their primary computer monthly. By deleting cookies, consumers undermine the usefulness of popular cookie-based measurement tools, leaving many Web site operators flying blind.

Since many companies rely on cookie measurement for accuracy and functionality (especially in the realm of personalization, tracking and targeting), surfers that delete cookies present a significant problem for the online advertising industry.

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