Summary

Recent industry reports and newspaper articles have documented users’ increasing deletion of third-party Web cookies, and the resulting inaccuracy when measuring Web visitor behavior. However, the pundits’ use of technology-oriented terms such as “first-party” and “third-party” cookies is obscuring the end user point-of-view that is driving this change in behavior. The cookie controversy needs a new vocabulary — “single site,” multi-site,” “enabling,” “monitoring” — to clarify the issues.

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