A group of web marketers and advertisers have set up Safecount.org to help stem the consumer trend of deleting the cookies downloaded onto their machines.
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Cookies allow website owners and advertisers to track the way internet users navigate and use websites, but users are increasingly deleting the small text files through security fears.
Marketing company JupiterResearch recently reported that 40% of computer users deleted cookies from their PCs on a monthly basis, meaning the marketing and advertising industry would find it increasingly hard to measure the success of their campaigns.
Safecount.org aims to educate the public about the safeness of cookies and the unlikeliness of their being responsible for any new security threats.
The organisation is also likely to introduce guidelines for the use of web measurement technologies among its members.