48 mln Internet users delete cookies with anti-spyware apps

JupiterResearch finds that over 48 mln Internet users are running anti-spyware applications that delete third-party tracking cookies. And nearly 38 mln are using aggressive anti-spyware applications that remove nearly 75% of tracking cookies. Companies moving to first-party cookies from third-party cookies typically see a 10-15% increase in unique visitors, 13-30% more repeat visitors and 10-30% more visitors attributed to specific marketing campaigns, all as a result of more accurate measurement.