WebProNews

comScore - The Great Debate

By now, nearly everyone in the web analytics community is abuzz over the recent release by comScore of a study on cookie deletion rates. comScore tracked a specific web site (advertised as a portal) and one 3rd Party Ad Serving network against a panel of 400,000 users. During the study, comScore measured how often the 1st Party cookies (issued by the portal) and the 3rd Party cookies (issued by an Ad Serving Network) were deleted and replaced. The results can fairly be described as startling in several respects.