Travel specialist data analytics firm QuBit has pre-empted the start of new regulations concerning the serving of cookies by launching new Cookie Consent technology.
The release comes ahead of the implementation of EU Privacy and Communication Directive which comes into force on May 26.
QuBit believes the law will have a “massive impact” on the industry.
Graham Cooke, chief executive, said: “The cookie law is designed to increase transparency around websites identifying users, which is a good thing.
“At the same time, however, this is going to be a massive challenge for every site owner, large and small.
“Developing a consent solution in-house is going to be costly and risky in terms of meeting compliance objectives that could evolve over time.
“We’re giving site owners a free route to quick and simple compliance using an established and popular platform.
“Losing things like analytics, personalisation, testing and personalised marketing could seriously impact the effectiveness of a website and so maximising cookie consent is going to be vital to minimising the impact of the law.
“Our solution is based on our experience of site optimisation and so will ensure that users are presented with the right request at the right time in order to give the best chance of securing consent.”
The QuBit cookie consent product is free to OpenTag users and is part of its tag management system offering users a plug and play compliance solution.
The system will present users with optimised consent requests based on the level of consent the website owner requires to comply with the law.
Cookie Consent gives site owners recommended messaging to maximise consent, the ability to tailor the look and feel of the consent presentation, the ability to customise the timing of consent requests and also three different levels of consent requirement that the site owner can choose to match their desired level of compliance.