sample during December 2006, examined both first-party and third-party cookies
The sites were then grouped according to Standard Industrial Classification (SIC) codes to produce the vertical-specific, third-party cookie
8% of Third-Party Cookies
Are Blocked, Compared to Less Than 1% of First-Party Cookies
Research has indicated that the use of WebTrends' first-party cookie solution has resulted in sites tracking 10-15% more unique visitors and 13-30% more repeat visitors, on average, than the numbers recorded through third-party cookies
The Mozilla decision is particularly troubling in light of the continued growth and improvement of the DAA's international self-regulatory program, which already provides every Internet user in the United States - and a growing number around the world - the opportunity to control how and whether advertisers use third-party cookies
to serve them interest-based ads.
The development of search, the increasing investment in interactive advertising and the rapid growth of spyware deleting third-party cookies
have created the environment for a fundamental shift in the management and delivery of addressable digital media.
The report finds that companies moving to first-party cookies from third-party cookies
typically see a 10% to 15% increase in unique visitors, 13% to 30% more repeat visitors and 10% to 30% more visitors attributed to specific marketing campaigns, all as a result of more accurate measurement.
Safari users with the browser set to block third-party cookies
, thought they were not being tracked.
Additionally, with WebTrends new first-party cookie management solution, Pier 1 can avoid high blocking and deletion rates associated with third-party cookies
and leverage the industry's best practices for security and privacy-conscious organizations by using its own first-party cookie as the visitor identification method.
Google falsely told Safari users that they could control the collection of data by ensuring that third-party cookies
were blocked, when in fact Google was circumventing the preference and setting tracking cookies.
ad server) cookie deletion rates are even higher than first-party deletion rates, with nearly 43 percent of Internet users deleting their third-party cookies
in a month.
The system also provides integrated reporting across multi-domain portals without the need for any changes to the site or the use of third-party cookies