For those of you who haven't been following the cookie saga, here's the short of it: Jupiter published a report saying lots of consumers are deleting cookies, then Neilsen came out with numbers confirming ours. The industry got nervous and defensive, because this means ad tracking and site analytics data could be inaccurate. Last week Atlas released numbers they claimed refuted ours. The industry sighed relief, went to AdTech, and had a beer.</p>
But now it turns out the original Atlas numbers weren't as clear as they could've been, and so Atlas is restating their findings. Upon further analysis (by both them and us), their data actually confirms ours. Here's the bottom line: We say that 27% of consumers delete cookies weekly, while Atlas says 32% do. We say 39% of consumers delete cookies monthly, while they say 48% do. Atlas actually found even more cookie deletion than we did.</p>
Eric Peterson, lead analyst on our report, has more details <u>
here</u>.</p>
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Atlas Data Confirms Jupiter's Cookie Findings
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