Cookie Accuracy Spoiled by Anti-Spyware Tools

Nervous consumers using anti-spyware to avoid having their Web surfing tracked by marketers are lessening the accuracy of customer data gathered by online retailers and other companies, a research firm said Tuesday.

The biggest impact is on third-party cookies, tiny files an advertiser will plant in a visitor's browser in order to track which sites the person visits on the marketer's network, JupiterResearch said. Anti-spyware vendors are most aggressive in removing such cookies, while cookies set by the retailer itself, called first-party cookies, are more likely to go unnoticed. TechWeb | Tracking cookies | Anti-Spyware Takes A Bite Out Of Cookie Accuracy

Linked by shanmuga Tuesday, 8th November 2005 11:32PM