The upcoming General Data Protection Regulation (GDPR) is driving innovation on many fronts.

This week, a new approach is being launched for measuring site traffic without tracking individuals, so that consent is not required.

The developer, former Google engineer Pierre Far, says the new software — called Blockmetry — is intended to measure that “someone viewed this page” instead of tracking that “cookie ID 123 viewed this page.” He noted that conventional web traffic software, like Google Analytics or Adobe Analytics, drops an individualized cookie that can be used to track the user’s site behavior and visits to other sites.

“My product strikes a novel balance between the needs of businesses and the privacy of end users,” he told me.

[Read the full article on MarTech Today.]