Third-Party Cookies Crumble For E-tailers

Enid Burns reports:

Companies would do wisely to use first-party instead of third-party cookies, according to findings from Coremetrics research.

The company revealed findings from its LIVEmark Index, a service that provides benchmark performance tracking for over 110 online retail brands. It found anonymous traffic accounts for 13.8 percent of traffic on retail Web sites using third-party cookies. Retail sites that have adapted first-party cookies fare much better, with an average 0.6 percent anonymous traffic rate.

Warnings against third-party cookie use have become common of late. In May, WebTrends released similar findings and recommendations on third-party cookie deletion. The Coremetrics competitor also plans to publish updated research on cookie rejection.

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