As the following chart indicates, there is a wide disparity between the quantity of third party behavioral advertising cookies used by retailers:1

Greatest Quantity Smallest Quantity Average Quantity
44 2 22.4


When compared against other industries, the retail sector ranks 1st in their average deployment of advertising cookies.

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. BCLP, January 2020: Survey of the Retail Industry’s Privacy Practices.