Although one of the main reasons marketers cite for the growth of spending on online ads is that they can be better measured, a WebTrends survey of marketing professionals found that most businesses aren't too confident about measuring their online marketing - and it points to cookies as the reason. eMarketer reports that only a small proportion of marketers are "very confident" in the measurements of their web marketing efforts: 43 percent of marketing professionals said they were "fairly confident," while only 5 percent said they were "very confident." The remaining marketers were split, with 26 percent "moderately confident" and 26 percent admitting to "flying blind."
The WebTrends study notes that cookie-dependent analytics solutions rely on cookies to identify one unique browsing session from another, which is tough to do when third-party cookies are being rejected or deleted on a regular basis.
Recent Coverage: The Cookie Imbroglio
- Burst Cookie Survey: Consumers 'Don't Understand, Say Maybe Useful, But Some Delete Anyhow
- Study: Quadruple the Number of Visitors Rejecting Third-Party Cookies
- Safecount Launched to Save Cookies, Back Safe Measurement
- Study: 27 Percent Weekly Clearing Cookies
- InsightExpress: Rumors of Cookie Demise Still Greatly Exaggerated
- Cookie Death Small Potatoes, More Product of Spyware Measures
- Atlas: Cookie Deletion Figures Exaggerated Wildly by Self-Reported Data
- Macromedia CTO: Yeah, Flash Makes for Good Cookie Replacements
- Cookie Death Causes Search for Successor
- Cookie Death Partly Due to 'Anti-Spyware' Tools
- Tacoda Tech Replaces Deleted Cookies
- Many Delete Cookies, Invalidate Ad Measurements
- House Removes Threat to Cookies in Spyware Bill