Cookies Misunderstood by Consumers, According to BlueLithium

Ad Network Identifies a Need for Further Education to Ease Web Surfers' Privacy Fears


SAN JOSE, Calif.--(BUSINESS WIRE)--Dec. 5, 2005--Many Internet users do not understand the benefits behind cookies. Web surfers mistakenly believe cookies invade privacy, according to an online poll recently conducted by BlueLithium, a San Jose-based direct response and brand marketing ad network.
The poll of more than 150 Internet users suggests that consumers have a universal privacy misconception of cookies, the backbone of behavioral optimization technology. Cookies enable online advertisers to determine useful demographic information about their online audiences. Sixty-four percent of online users surveyed are uninformed in believing cookies invade privacy.

Cookies are small text files that store non-invasive user actions, allowing a web site to better fulfill advertiser requests. Cookies cannot read or store personal or identifiable data stored on a user's computer. Only basic information such as the type of browser used, date and time a web site is visited and connection speed is available. BlueLithium and other online advertisers are reversing consumers' distrust by educating them on the benefits of cookies.

Poll results also reveal that 39 percent of respondents delete their cookies and temporary internet files on a weekly basis, making it difficult for online advertisers to target audiences according to online behavior. In addition, 52 percent of Internet users surveyed disable cookies needlessly before shopping online.

"Consumers incorrectly assume cookies allow the outside world to peek into their private lives and personal data," said Gurbaksh Chahal, CEO of BlueLithium. "A common misconception has developed among consumers that cookies are related to spyware and adware. We are changing this theory. Cookies do not invade privacy, and are actually beneficial to online users."

BlueLithium's behavioral optimization technology uses cookies to deliver information on products and services relevant to Internet users, advertisers, and publishers. This technology allows BlueLithium to bridge the gap between web site content and advertisements -- creating a more relevant Internet experience.