More than 48 million Internet users—about 32% of online consumers—are running anti-spyware that deletes third-party tracking cookies, with nearly 38 million using aggressive anti-spyware that deletes nearly 75% of cookies, according to a new report from JupiterResearch.
“Cookie deletion and blocking has become a burning issue,” said David Schatsky, senior vice president of research.
Companies that move to first-party cookies from third-party cookies typically see a 10% to 15% increase in unique visitors, Jupiter found. In addition, those companies experienced a 13% to 30% increase in repeat visitors and 10% to 30% more visitors attributed to specific marketing campaigns.
Jupiter recommends that site operators move from third-party to first-party cookies. It also suggests that technology vendors lobby anti-spyware vendors to remove their third-party cookies from their blacklists.
JupiterResearch tested the effectiveness of anti-spyware applications at 12 popular media and shopping destinations.
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