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With cookie deletion rates leading to significant problems with tracking online campaigns, a solution finally exists.
However, with greater tracking comes responsibility and consumers are becoming more savvy, as the Facebook 'Beacon scandal' has shown.
Auditing sites based on unique users may be a step in the right direction but until figures are adjusted appropriately, online will lack the credibility to win serious brand spend.
The UK must adopt the same measurement standards as the US.
A new study from comScore has questioned the validity of using cookie-based data to measure website audiences, claiming that unique visitor counts for websites may be overstating the actual visitor totals by as much as 150%.
The measurement group, which surveyed 400,000 home computers, found that three in ten US internet users regularly delete cookies from their computers.
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