http://www.websitemagazine.com/content/blogs/posts/archive/tags/cookie/default.aspxTags: cookieenCommunityServer 2008 SP2 (Build: 31104.93)http://www.websitemagazine.com/content/blogs/posts/archive/2011/05/09/the-impact-of-cookie-deletion.aspxMon, 09 May 2011 23:45:00 GMT1e469e21-c924-44fa-a132-47b5d0a8ad47:16687Pete Prestipino0http://www.websitemagazine.com/content/blogs/posts/rsscomments.aspx?PostID=16687http://www.websitemagazine.com/content/blogs/posts/archive/2011/05/09/the-impact-of-cookie-deletion.aspx#comments<hr /> <p><strong><img style="float:left;margin:15px;" src="http://www.websitemagazine.com/images/blog/comscore-mini.gif" width="75" height="75" alt="" />Comscore today released a study which address the key sources of discrepancy between server-based and panel-baed data and reveals that cookie deletion can lead to large overstatements in server logs measurement of the size of online audiences. </strong><br /><br /> According to Comscore, &ldquo;Without appropriate adjustments, server-based audience reports can be inflated up to 2.5 times the actual number of unique visitors.&rdquo; <br /><br /> The report, which analyzed behaviors in Latin America (Argentina, Brazil, Chile, etc.), revealed that approximately 33 percent of Internet users delete their first-party (i.e. web site) cookies in a month. Third-party (i.e. ad server) cookie deletion rates are even higher than first-party deletion rates, with nearly 43 percent of Internet users deleting their third-party cookies in a month. <br /><br /> The study also found that an ad-server system which uses cookies to track the reach and frequency of an online campaign will overstate monthly reach by a factor of up to 5.2x and understate frequency to the same degree.</p> <div style="clear:both;"></div><img src="http://www.websitemagazine.com/content/aggbug.aspx?PostID=16687" width="1" height="1">analyticscomscorecookiecookie deletion