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

A new approach is being launched this week for measuring site traffic without tracking individuals, so that consent isn’t required.

The developer, who is a former Google engineer Pierre Far, says that the new software, which is called Blockmetry, is intended to measure that “somebody viewed this page,” rather than tracking that “cookie ID 123 viewed this page.”  The conventional web traffic 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.]

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