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Use of behavior-tracking cookies takes big jump

Published on .

Berkeley, Calif.—The past six months have seen a significant increase in the number of cookies placed on Internet users' computers, a practice useful to marketers for behavior-tracking purposes, according to a study by the Berkeley Center for Law and Technology at the University of California, Berkeley. According to the center's “Web Privacy Census,” an analysis of 100 popular websites conducted in October, the number of cookies rose from 1,887 on those sites' home pages in May to 2,324 in October, an increase of 23%. The majority of cookies were placed by the most popular sites, which the study identified as, in order: Google, YouTube, Facebook, MSN, Twitter, Yahoo, Amazon, Wikipedia, Microsoft and Huffington Post.
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