Dive summary:

• Study by online privacy service Truste finds that publishers’ homepages tend to do a better job using third-party cookies than e-commerce sites.
• E-commerce sites tend to focus more on personalizing a user’s site experience.
• Truste combed through 2,048 cookies that it tracked in October on the 100 most trafficked websites.

From the article:

Of the total number of cookies Truste detected, 49 percent were dropped by third parties, and of those third-party cookies, 94 percent were persistent, compared to 65 percent of first-party cookies that were persistent. “It’s to be expected that more third-party cookies would be persistent because they are designed to be across websites. The richer the profile associated with a cookie, the more valuable it is,” (VP of Product at Truste Kevin) Trilli said.