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Cookieless Tracking in Europe: Consent-Free Isn't Automatic

Cookieless Tracking: Not Automatically Consent-Free, Especially in the EU

5 min read

In the ever-shifting landscape of online marketing and website analytics, the complexity of privacy has significantly increased. Cookieless tracking might seem like a simple solution to bypass stringent privacy regulations, especially in countries with strict laws within the European Union. But the truth is more complicated.

IP Address: Personal Information

A user's IP address is considered personal information. In the EU, the user must be asked for consent if this is to be transferred to a third party. It is not enough to merely avoid cookies; the handling of IP addresses must also be carefully considered.

Issues with Schrems II

Transferring IP addresses to US-based hosting providers like Google, Amazon, or Microsoft can create problems related to the Schrems II ruling. Data transfers outside the EU require special consideration, and the agreements previously used to legitimize such transfers have been scrutinized and found inadequate in many cases.

Violation of Device Integrity

Loading and executing third-party JavaScript in a visitor's browser without their consent can be seen as a violation of device integrity. Laws such as the Telecommunications and Telemedia Data Protection Act (TTDSG) in Germany or similar regulations within the EU might view such actions as an infringement.

De-anonymization and Identification

Raw data exports enabling the de-anonymization of users, and the passing of Click IDs for identification to third parties, are also problematic from a privacy standpoint.

Scoby Analytics: The Solution

Scoby Analytics has solved all these problems. It offers consent-free and complete measurement, providing the best data foundation for all necessary analyses for successful website operation. Completely without consent-requiring technologies and in full compliance with all relevant privacy regulations, including GDPR, TTDSG, and Schrems II.

Cookieless tracking is not automatically the consent-free solution it might seem at first glance. Particularly in the European Union, many aspects must be considered to comply with privacy regulations. Using a tool like Scoby Analytics that carefully takes these aspects into account can pave the way for consent-free yet fully compliant website analytics. Users' privacy is maintained, while website operators are provided with the necessary insights. It's a win-win situation for all involved.