Fergie's Tech Blog

Atlas Backtracks on Cookie Data

Brian Morrissey writes in Ad Week that:

Just a week after casting doubt on research showing users deleting Internet-tracking cookies, aQuantive's Atlas research unit revised its findings, concurring that cookie deletion is a problem.

In a report released last week, Atlas said it found a significant gap between users' self-reported cookie deletions and the actual cookie lifespan on their computers. Like surveys done by Jupiter Research and Nielsen//NetRatings, Atlas found 43 percent of respondents said they deleted cookies weekly. Instead of an average cookie lifespan of seven days, however, it was 45 days for those users. Similarly, the 14 percent who said they erased cookies monthly had cookies lasting an average of 59 days, rather than 30 days.

posted by Fergie @ 4/29/2005 03:38:00 PM