Cookie Rejection Increasing

According to a Jupiter Research report published last year, 39 percent of internet users are deleting their cookies at least once per month. The implications for anyone involved in online advertising, website analytics or online marketing are obvious. If users are regularly deleting their cookies, that’s going to distort the picture of their online activities and reduce marketers’ ability to serve up targeted ads or marketing programs. Moreover, if a user disables cookies in his/her browser online marketers won’t be able to track conversions or calculate ROI. Based on these findings the Interactive Advertising Bureau may be planning to launch a public-awareness campaign clarifying cookie use.