How many third party behavioral advertising cookies deploy on most websites?

Bryan Cave Leighton Paisner

In order to help companies understand and benchmark industry practice, BCLP analyzed a random sample of the homepages of the Fortune 500 to better understand their use of cookies, cookie notices, and cookie banners.1  As of December 14, 2019, 88% of the Fortune 500 were deploying third party behavioral advertising cookies on their homepages.2   The quantity of third party behavioral advertising cookies deployed ranged from 40 (maximum) to 1 (minimum).  On average 10 behavioral advertising cookies deployed on each page.

For more information and resources about the CCPA visit 

This article is part of a multi-part series published by BCLP to help companies understand and implement the General Data Protection Regulation, the California Consumer Privacy Act and other privacy statutes.  You can find more information on the CCPA in BCLP’s California Consumer Privacy Act Practical Guide, and more information about the GDPR in the American Bar Association’s The EU GDPR: Answers to the Most Frequently Asked Questions.

1. Using a computer random number generator, BCLP selected 10% of the companies listed among the Fortune 500 in 2019.  Revenues for the selected companies ranged from $85 billion to $5 billion.  While BCLP did not conduct statistical analysis to determine whether the sample selected accurately represented the range of businesses in the United States, the sample contained companies focused on retail, financials, food, agriculture, manufacturing, entertainment, and energy.  BCLP/601337099.

2. Note that some companies in the survey population maintain multiple homepages.  For example, a corporation might own several different retail brands.  The survey focused only on the homepage of the corporate parent (if available) and did not analyze brand-specific practices.  If no corporate homepage was available the survey reviewed the website of the company’s most prevalent brand.

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Bryan Cave Leighton Paisner

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