The following article on cookies is based on new Atlas research which shows users dont delete cookies as often as they say they do. The Jupiter Research cookie report I blogged about on March 14th stated that “as many as 39% of online users may be deleting cookies monthly.”

This new report and the following chart, suggest the real cookie story may not be quite as bad as Jupiter’s data showed.

Cookie Deltion Charts

“It’s sensationalism, and I think it’s going to be a tempest in a teapot.” That’s what Matthew Roche, Founder and CEO of testing and optimization firm Offermatica, says about the uproar surrounding the Jupiter Research cookie report.

Even before aQuantive’s Atlas Institute poked holes in this data (by showing that the self-reported data diverged greatly from real-world behavior), metrics experts were downplaying the eulogies being said for the venerable cookie.

The percent of people said to delete cookies at least monthly varied between 39 percent and 55 percent among Belden, Jupiter, Nielsen/NetRatings and RedEye. Atlas’s chart (see image below) may deflate this argument.

Read the long detailed article here:
Cookie Death Small Potatos, More Product of Spyware Measures · MarketingVOX