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Siteimprove Services Privacy Notice

Updated: July 2026

Siteimprove A/S with company CVR no: 25537017 ("Siteimprove"), and its subsidiaries (collectively, the "Siteimprove Group" or "we" or "us" or "our"), are responsible for the processing and act as a controller of your personal data, in accordance with current legislation.

1. When is this Notice applicable?

Siteimprove respects your privacy and is committed to protecting it. The purpose of this Notice is to in a transparent way describe what data we collect, for what purpose it is collected, the legal basis for our processing, in what way you can control your data and how you can get in contact with us.

This Notice applies to the processing of Personal Data relating to individuals who are registered users of the Siteimprove Platform and use of the services provided by Siteimprove (hereinafter the "Service(s)"). This includes, for example, processing for account administration, authentication, user support, and user engagement with the platform.

2. When is this Notice not applicable?

This Notice is not applicable to our practices in connection with collecting crawl- and analytics data from customers websites ("Subscription Data"). When collecting Subscription Data, at customers' authorization, Siteimprove acts as a data processor (or service provider) and processes Personal Data in accordance with the applicable Master Subscription Agreement (MSA) together with belonging Data Processing Agreement (DPA), or other equivalent agreement that grants the customer's organization access to the Services.

If you want to know more about how we process data as a data processor, please refer to our standard DPA. Siteimprove encourages all our customers to conclude a DPA with Siteimprove.

This Privacy Notice does not apply for any processing outside of Siteimprove Services. For more information about such activities, please refer to the Siteimprove Privacy Notice.

If you do not accept your personal data being processed in accordance with this Notice, we ask you to refrain from using our Services or in any other aspect interact with our business.

3. How does Siteimprove define personal data?

All processing of personal data within Siteimprove takes place in accordance with applicable personal data legislation. Within the EU/EEA, the Data Protection Regulation (GDPR) and local privacy law applies. If you are located in the United States, please see Section 16 for additional information that may apply to you.

"Personal data" as defined in the GDPR and "personal information" as defined in the California Consumer Privacy Act (CCPA) have the meaning in the respective legislation. Hereinafter both are referred to as "Personal Data".

4. Who is responsible for processing my Personal Data?

Siteimprove A/S (CVR no. 25537017), Havneholmen 33, 6. sal, DK-1561 København V, Denmark, is the primary controller of your Personal Data and is responsible for the processing described in this Notice. Depending on the nature of the processing, a Siteimprove affiliate with which you either communicate, that is operating the website you are visiting, or is located in your country of residence, is responsible for the processing of your Personal Data (i.e. the data controller). Contact information for each of those affiliates is listed here: https://www.siteimprove.com/contact/.

Where Siteimprove A/S and a local affiliate act as joint controllers, the essence of the arrangement between them is available on request.

5. What Personal Data does Siteimprove process?

Information that you provide to us as a registered user of our Services:

  • Name
  • Phone number
  • Profile picture
  • Job title
  • E-mail address
  • Log-in credentials
  • IP addresses, device/browser data
  • Service support interaction data

6. For what purposes does Siteimprove process Personal Data?

  • Platform Access Verification and Authentication: Enabling platform users to securely access the Siteimprove Platform.
  • Third-Party Integrations: Processing Personal Data shared by the user to enable access to the Siteimprove Platform through third-party platforms (such as Google), and to support customer-enabled API integrations and connections with external services and third-party applications.
  • Technical Support and Services Administration: Processing Personal Data of Users in order to set up login to the Siteimprove Platform, provide and administer the Services, including enabling access, configuring user preferences and responding to support requests.
  • Customer Success: Processing Personal Data of Users to provide onboarding, guidance, in-platform help, and related customer experience services.
  • Development, Testing and Improvement of the Services: Processing Personal Data to develop, test, analyse and improve the functionality, performance, and usability of Siteimprove Services, including facilitating Users participation in testing new features within the Siteimprove Platform, or optional surveys, if you have provided your consent.
  • Communications, Marketing and Promotions: To communicate with users about the Services, including sending service-related updates and recommendations, as well as marketing communications such as newsletters, event invitations, or similar materials, if permitted under applicable law or if you have provided your consent.
  • Security: To maintain the security and integrity of the Siteimprove Platform and to detect, prevent, and respond to security threats, fraud, abuse, or other malicious or unlawful activities.

7. What is the legal basis for Siteimprove’s processing of Personal Data (EEA only)?

The legal basis for processing Personal Data varies depending on the specific purposes for the processing activities. Siteimprove only processes your Personal Data where it is necessary and when we have a legal basis for processing. We use the following legal basis when processing:

  • When it is necessary for the performance of the Services under the contract with our customers or partners.
  • When you provide your consent for us to process your personal data for a specific purpose such as receiving marketing communications or participating in optional surveys or feature testing.
  • When we have a professional or legitimate interest such as providing relevant product updates, or improvement of our Services.

8. Does Siteimprove share Personal Data with third parties?

Siteimprove does not sell your Personal Data. Further, Siteimprove does not share your Personal Data with third parties for other purposes than specified in this Privacy Notice. Siteimprove may however share personal data with third party (hereinafter "Suppliers") to perform tasks on our behalf, such as in-platform help.

The performance of these services may entail that Siteimprove's Suppliers, both within the EU/EEA and outside the EU/EEA, gain access to your personal data. These Suppliers process personal data on our behalf in accordance with written data processing agreements (DPAs) and our instructions. The Suppliers who gain access to your personal data are not given any right to use your personal data for purposes other than what is stated in this Privacy Notice.

A current list of Siteimprove's Suppliers may be made available upon request by contacting us at privacy@siteimprove.com.

9. Does Siteimprove receive data from third parties?

For certain product/features, Siteimprove may receive data from third parties when Users choose to integrate external services or use third-party providers in connection with their use of the Siteimprove Services. This may include, for example, identity providers (such as Google) and other integrated tools and services connected via API. In such cases, both service data and Personal Data received is limited to what is necessary to fulfil purposes such as login, authentication, account linking, or data exchange between systems. This will usually pertain to non-personal data, such as user identifiers required for API authentication (OAuth-tokens) and secure access.

Siteimprove processes this Personal Data solely for the purpose of providing and operating the integrated services requested by the User, and in accordance with this Privacy Notice.

Third-party providers process Personal Data in accordance with their own privacy policies, and Siteimprove is not responsible for such third-party processing.

Siteimprove does not sell, rent, or otherwise commercially distribute any Personal Data received from third-party providers.

10. Does Siteimprove transfer data to third countries?

In some cases, Siteimprove may transfer your Personal Data to recipients located outside the European Economic Area (EEA), including countries that may not provide the same level of data protection as within the EEA.

Where such transfers occur, they are made only for the purposes described in this Privacy Notice and subject to appropriate safeguards in accordance with applicable data protection laws.

These safeguards may include, where relevant:

  • Standard Contractual Clauses (SCC) approved by the European Commission;
  • Certification frameworks recognized under applicable laws (such as the EU-US Data Privacy Framework);
  • or other legally approved transfer mechanisms.

You may request further information regarding the applicable safeguards by contacting us at privacy@siteimprove.com.

11. How long does Siteimprove retain Personal Data?

Siteimprove will not store Personal Data for a longer period than necessary to fulfill the purposes for which they have been collected. We will store your Personal Data as long as you are using our Services. Some information can be retained longer when required due to legal requirements.

12. How does Siteimprove protect your Personal Data?

Siteimprove implements appropriate technical and organizational measures to protect your Personal Data against accidental or unlawful destruction, loss, alteration, unauthorized disclosure, or access and may include access controls, monitoring and logging of systems, secure infrastructure, and internal policies and procedures governing the handling of Personal Data.

Siteimprove's security program is designed to align with recognized industry standards and best practices. Siteimprove is certified in accordance with internationally recognized standards, including ISO 27001, and continuously invests in and improves its security practices. All third parties receiving the Personal Data (see Section 8), undergo a strict review and are held to the same security standards and requirements as Siteimprove.

Siteimprove continuously reviews and improves its safeguards in line with industry standards. While Siteimprove implements safeguards to protect Personal Data, no method of transmission or storage can be guaranteed to be completely secure. As a result, Siteimprove cannot guarantee absolute security of Personal Data.

13. What rights do I have for the Personal Data processed by Siteimprove?

  1. You have the right to request access to and rectification or erasure of your personal data.
  2. You have the right to object to the processing of your personal data and have the processing of your personal data restricted.
  3. You have an unconditional right to object to the processing of your personal data for direct marketing purposes.
  4. If processing of your personal information is based on your consent, you have the right to withdraw your consent at any time. Your withdrawal will not affect the lawfulness of the processing carried out before you withdrew your consent. You may withdraw your consent by e-mailing privacy@siteimprove.com.
  5. You have the right to receive your personal information in a structured, commonly used and machine-readable format.
  6. You have the right to not receive discriminatory treatment for exercising these rights.
  7. You may always lodge a complaint with a data protection supervisory authority, in particular in your country of residence, e.g. The Danish Data Protection Agency.
  8. You have the right not to be subject to a decision based solely on automated processing, including profiling, that produces legal effects concerning you or similarly significantly affects you. Siteimprove does not make decisions about you based solely on automated processing in connection with the activities described in this Notice.

Be advised that there may be legal conditions or limitations on these rights. If you wish to inquire about or exercise your right to the above rights, contact us at: privacy@siteimprove.com.

14. Does Siteimprove collect sensitive data and children's personal data?

Through provision of the Services, Siteimprove does not seek to collect any sensitive data (e.g., health or sex life information; political opinions or religious/philosophical beliefs; trade-union membership; or racial or ethnic origin). Further on, we do not knowingly collect any personal data from children under the age of 16.

15. Is this the latest version of the Privacy Notice?

Siteimprove reserves the right to revise this Privacy Notice from time to time. The date of the last change is stated at the beginning of the Privacy Notice. You are therefore advised to read this Privacy Notice regularly to be aware of any changes.

16. Country-Specific Policies

USA:

Your US Privacy Rights

If you are a resident of a US state with a comprehensive privacy law (such as California, Colorado, Connecticut, Delaware, Indiana, Iowa, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Tennessee, Texas, Utah, or Virginia), you may have specific rights under applicable law.

  • To request information about our processing of your personal information;
  • To request access to and/or a copy of certain information we hold about you (including in a portable and/or machine-readable format);
  • To update or correct your personal information;
  • To request that we delete certain personal information we hold about you, subject to certain exceptions;
  • To opt out of the "sale" of personal information, the "sharing" of personal information for direct marketing purposes or "targeted advertising" (as these terms are defined under applicable laws);
  • The right not to be discriminated against for exercising your rights; and
  • The right to appeal our decision to deny your request, if applicable.

For more information on how to exercise these your rights, please send an e-mail to privacy@siteimprove.com or write us at: Siteimprove, 5600 West 83rd Street, Suite 400, Bloomington, MN 55437; ATTN: Legal Department.

Sensitive Personal data

Siteimprove does not use or disclose sensitive Personal Data for purposes that would require a right to limit processing under applicable US privacy laws.

Sale and Sharing of Personal Data for Advertising

Siteimprove does not sell personal information and does not share personal information for cross-context behavioural advertising.

17. How can I contact you?

If you want to know more or have any questions about the processing of your Personal Data by Siteimprove or the information in this Notice, please contact:

privacy@siteimprove.com

OR

Siteimprove A/S

Att: Legal Team

Havneholmen 33, 6 sal.
DK-1561 København V

Denmark