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The upcoming General Data Protection Regulation (GDPR) is driving innovation on many fronts.

This week, a new approach is being launched for measuring site traffic without tracking individuals, so that consent is not required.

The developer, former Google engineer Pierre Far, says the new software — called Blockmetry — is intended to measure that “someone viewed this page” instead of tracking that “cookie ID 123 viewed this page.” He noted that conventional web traffic software, like Google Analytics or Adobe Analytics, drops an individualized cookie that can be used to track the user’s site behavior and visits to other sites.

“My product strikes a novel balance between the needs of businesses and the privacy of end users,” he told me.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.



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