Dutch startup Utonomy has launched Upod, a digital data vault and browser extension designed to automatically handle cookie consent banners based on a user’s pre-selected preferences.
Instead of manually clicking through pop-up banners on every site, users set up a profile that specifies whether they want to accept, limit, or refuse tracking cookies. The tool then automatically responds to compatible banners on their behalf.
How the technology works
The system relies on a personal data vault where users store different profile details, including basic preferences and shopping information like clothing sizes. Browsing extensions for Chrome, Edge, and Firefox are available, with a Safari version currently in development.
Unlike traditional ad blockers that outright block site elements, Upod acts as an intermediary consent agent. Partnering websites only receive permission to access necessary profile data per session, provided they integrate a few lines of code into their existing setup.
Publisher and tech partnerships
Media group Talpa Network and cookie banner provider Consent Studio are among the early partners implementing the technology. Consent Studio provides cookie banners for around 3,000 Dutch websites, allowing the integration to reach a broad audience quickly.
The underlying infrastructure is built on the Solid protocol, an open-source data architecture created by Web inventor Tim Berners-Lee.
The tech is supplied via the Stichting Nederlandse Datakluis, a non-profit data intermediary recognized by the Netherlands Authority for Consumers and Markets (ACM).
Data privacy and business goals
Utonomy hopes to help publishers and online stores recover from high numbers of opt-outs while offering users better control over personal info. For webshops, sharing sizing details directly through personal profiles could potentially reduce product returns and streamline checkout steps.
The company plans to expand partnerships across e-commerce and launch additional specialized profiles, including family profiles aimed at travel bookings, later this summer.
