Surprisingly, the number of new cookies placed per unique web site visitor (referred to as New Traffic %) is a very high - and uniform across most industries - at 80 to 90%. This may have something to do with the proliferation of mobile devices creating multiple profiles per individual which you can then unify once a visitor becomes known. But, it's also likely that marketers have traditionally been very good at generating top-of-funnel interest.
Despite this pan-industry uniformity, it does appear that the new traffic yield (which was calculated as new contacts as a percentage of new buyer profiles) shows a greater variation amongst industries with Life Sciences, Non-Profit, and Manufacturing showing the greatest potential opportunity to start turning those cookies into contacts.
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