In my role, I will be advising the leadership team with their long term strategic development. It comes at a pivotal time in our industry, with so much at stake - user concerns about privacy, adtech regulation, the demise of 3rd-party cookies, and the switch-off of Universal Analytics.
All collected data contains potential device identifiers – and by extension, user identifiers. The visitor’s IP address is an obvious one. However, there are many others that may seem benign at first, but when enough of them are stitched together, can be used like a jigsaw to build up a picture of the visitor.
Like most data professionals in the EU, I have been looking at alternatives to Google Analytics that have “better” privacy compliance. In this post I am defining an alternative to Google Analytics as being an EU based analytics company.