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A coalition of agencies, publishers and measurement firms hopes to head off a consumer revolt against Internet tracking cookies.
Safecount brings together online ad industry leaders to discuss steps to insure the reliability of cookies, which are used throughout Internet advertising for measurement, targeting, frequency capping and research. The group said it would work to safeguard consumer privacy while improving counting systems for advertisers. Surveys by Nielsen//Net-Ratings and Jupiter Research suggested over 40 percent of users delete cookies from their computers monthly.
“There are beneficial reasons for consumers to want to have these tools in place,” said Cory Treffiletti, svp and managing director of Isobar’s Carat Interactive, San Francisco.
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