Publishers Drop Twice as Many Cookies as E-Commerce Sites

BlueKai outpaces comScore, per Truste study

In the online advertising world, the pro-cookie argument may hold that the ubiquitious tracking mechanism ensures a better site experience. But of course, for many Web publishers, the use of cookies has everything to do with monetization.

In a recent study, online privacy firm Truste found that publishers’ homepages average more than twice as many persistent third-party cookies as those of e-commerce sites.  Such third party cookies often allow these pubishers to know things about their visitors, such as whether they might in the market for a new smartphone based on their recent Web activity.

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