Force24 has released a new IP tracking product, which the company claims won’t breach upcoming data protection legislation.
The marketing automation (MA) vendor, recently ranked as one of the biggest players in the UK’s rapidly growing martech scene, claimed the solution will increase the number of trackable IP addresses by 30%, meaning clients will be able to identify 60-70% of B2B web traffic.
Such products have been the focus of much speculation following the announcement of the GDPR, which comes into force on 25 May. However, Force 24’s MD Adam Oldfield was keen to point out the tool will be part of a GDPR-compliant marketing automation platform and information will only be given relating to an organisation that has visited the user’s company website.
“I think this is a market where boundaries are needed,” he commented. “But, by plugging IP tracking capabilities into an automation system and building the body of intel that you hold against known contacts, the marketer creates a more detailed picture of behavioural analysis that will better inform the communications activity thereafter.”
