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NEW YORK More consumers are rejecting third-party cookies, according to a new study, making it more difficult for Web analytics providers and ad networks to track Web users.
WebTrends, a Portland, Ore.-based Web analytics provider, found blocking of third-party cookies – the tracking files used by entities other than the site a user is visiting – increased from 2.4 percent in January 2004 to 12.4 percent in April 2005. WebTrends attributed the rise to the adoption of Firefox and updated Internet Explorer service pack that reject third-party cookies as a default.