Following the finalization of Europe’s new privacy regulations, marketing automation software providers are taking notice and adding features and functions to help clients adhere accordingly. Pardot, a provider of cloud marketing automation software, today announced the addition of security features, including adjustable cookie-based tracking settings and opt-in tracking code for site visitors.
The new opt-in feature gives site visitors the option to have their browsing activity tracked. This new addition complies with the EU regulation that every site visitor has the option to opt-out of behavior tracking, preventing companies from observing customer page views and file downloads. Pardot’s tracking code is designed to display a pop-up window that asks permission to track visitor activities. With the feature’s country-specific settings, companies can control who receives the notice.
- Published in DemandGen Reports