Dynamic Yield, the Experience Optimization platform, announced the release of “No Consent, No Cookies” – a new out-of-the-box solution that enables brands to guarantee no data is collected on a user by Dynamic Yield unless they’ve actively opted-in. This comes as an alternative to implementing Dynamic Yield’s set of eXPerience APIs.

Today, most consent mechanisms in the market depend on the use of cookies to process opt-out requests. This approach is directly in breach of GDPR guidelines as it allows technology providers to use these cookies (or place new ones) to perform certain A/B tests or run context-based personalization campaigns before a user has officially opted in. With Dynamic Yield’s solution, companies can ensure compliance by automatically blocking user activity tracking until consent is gained, without the use of cookies.

Marketing Technology News: Infobip to Acquire OpenMarket, Creating a Leading Cloud Communications Player With Unparalleled Global Reach

The latest EU GDPR restrictions state that clear affirmative action must be taken on the part of website visitors before their personal data can be collected and processed for marketing and personalization purposes. However, only 7% of sites comply with this current legal mandate despite increased constraints on third-party cookies and ongoing privacy and security concerns, according to research from the Ruhr-University Bochum and the Institute for Internet Security.

Many websites continue to operate under the notion that if a visitor fails to respond to a consent pop-up either by scrolling past it or closing it out, their consent is assumed or inferred. Additionally, cookie notice messages often aren’t tied back to consent management systems, allowing experiences to be tracked and optimized for visitors who may have explicitly opted out.

“Other players in the market offer cookie-based consent solutions, automatically putting them in breach of GDPR. And as legislation continues to crack down on online privacy across the globe, this puts teams at risk,” said Omri Mendellevich, CTO at Dynamic Yield. “With our cookie-Less consent offering, brands can instantly establish newfound levels of trust with their users, confidently, and compliantly. In this new era of data protection, Dynamic Yield couldn’t be prouder to be at the forefront of user consent.”

Marketing Technology News: LinkedIn Phishing Scams Most Clicked With a 47% Open Rate in Q3 2020

As brands grow more conscious of privacy and begin adopting technologies to ensure compliance, the number of opted-out users is sure to rise. Despite this, brands can continue to deliver better digital experiences to this segment of traffic. In fact, Dynamic Yield’s many powerful A/B testing, optimization, and recommendation capabilities can still be utilized to enrich the default site experience for opted-out users based on anonymous contextual data such as location, device type, channel, and more.

The “No Consent, No Cookies” solution represents the latest in Dynamic Yield’s longstanding commitment to balancing personalization and privacy. Earlier this year, the company announced it was fully compliant with both Safari ITP 2.3 and Google Chrome’s version 80 SameSite browser update, which enforced new regulations around cookie security and local storage.

Marketing Technology News: DoubleVerify Launches Custom Contextual Solution to Deliver Privacy-friendly Audience Targeting for Advertisers