Opt-Out Traffic

Opt-out traffic refers to the internet activity generated by users who have actively declined to have their personal data collected, stored, or used for specific purposes like targeted advertising or marketing.

The opt-out model is a consent framework where a user is included in an activity by default (e.g., subscribed to a mailing list) and must take an explicit action to be removed. This is the opposite of an “opt-in” model, which requires affirmative action to be included.

The act of opting out can happen in two main ways:

• Pre-emptive Opt-Out: A user unchecks a pre-selected box during a sign-up process to prevent their data from being used.
• Consent Withdrawal: A user who previously gave consent later revokes it, commonly by using an “unsubscribe” link in an email or by changing their privacy preferences.

Users within this opt-out segment represent traffic that cannot be tracked or marketed to in the same way as consented users, making them a distinct category for data analysis and compliance with privacy regulations.

Explore the Topic Further:

Termly — Opt In vs. Opt Out