Amperity

Overview

Amperity is an enterprise customer data platform (CDP) that builds unified customer profiles by stitching together data from across an organization's marketing, commerce, and service touchpoints. When Amperity's scripts appear on websites, they're collecting first-party behavioral data — page views, clicks, product interactions — that feeds into Amperity's identity resolution engine to create comprehensive customer profiles.

The platform's core value proposition is turning fragmented customer data into unified profiles that power personalized marketing across channels, making the website tracking script a critical data ingestion point.

What This Script Does

Amperity's scripts collect behavioral data for customer data platform ingestion:

• Event tracking: Captures granular user interactions including page views, product views, search queries, cart actions, and purchase events
• Identity signal collection: Gathers identification signals — email addresses (from form submissions or logins), device IDs, cookie identifiers — that Amperity uses for cross-channel identity resolution
• Session tracking: Records browsing sessions with navigation paths, time on page, and engagement patterns
• First-party cookie management: Sets persistent cookies to identify returning visitors and maintain behavioral profiles across sessions
• Data layer integration: Reads from the site's data layer (if present) to capture structured event data and product catalog information
• Cross-device signals: Collects device and browser characteristics that contribute to Amperity's probabilistic identity matching across devices

Consent & Compliance

Amperity's CDP data collection scripts carry significant consent obligations:

• GDPR: Behavioral tracking, identity resolution, and profile building constitute personal data processing for marketing purposes, requiring explicit consent. Amperity acts as a data processor.
• ePrivacy Directive: Persistent tracking cookies and behavioral monitoring are not strictly necessary and require consent.
• CCPA/CPRA: The identity resolution and cross-channel profile building constitute collection and potential "sharing" of personal information, triggering disclosure and opt-out requirements.

The explicit purpose — building unified customer profiles for marketing activation — makes consent requirements unambiguous.

Should You Block This Without Consent?

Amperity's scripts exist to collect behavioral data for marketing profile building and cross-channel identity resolution. This serves the brand's marketing personalization goals, not the visitor's immediate needs. The tracking, identity signals, and profile building are marketing data collection activities requiring consent under GDPR and ePrivacy regulations.

Yes.