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Siteimprove 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. Introduction

Siteimprove respects your privacy and is committed to protecting it. This notice explains how Siteimprove processes the Personal Data that it collects through various methods of collection (the "Channels"), namely:

  • the Siteimprove website (siteimprove.com) and browser extensions (the "Website");
  • information that you provide to us as a vendor (prospective and current);
  • your interaction with us through third-party websites, platforms and services (e.g., social networking providers, recruitment platform).

This Privacy Notice does not apply to the processing of Personal Data relating to users of the Siteimprove Platform. Such processing is described in Siteimprove Services Privacy Notice.

If you are located in the United States, please see Section 11 for additional information that may apply to you.

2. How does Siteimprove define Personal Data?

"Personal data" as defined in the General Data Protection Regulation (GDPR) and "personal information" as defined in the United States privacy laws (including the California Consumer Privacy Act (CCPA)) have the meaning given in the respective legislation and are collectively referred to as "Personal Data". Personal Data includes any information that identifies, relates or can reasonably be linked to an individual, such as your name, address, e-mail, telephone number, IP address, or any other identifier.

3. 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.

4. How and why does Siteimprove get Personal Data?

Below, you can see the various purposes for which Siteimprove may collect and use (i.e. process) Personal Data from you and through which Channel.

4.1 Website Visitors:

Siteimprove collects your Personal Data in order to respond to your inquiries, identify areas of interest on the Website, and identify potential new Siteimprove customers based on Website activity.

Depending on how you interact with the Website, Siteimprove collects the following categories of ordinary Personal Data for the above purpose(s): online identifiers (IP, cookies, device ID depending on your device set up and consent choice),

If you interact with our online chat functionality, we may process additional Personal Data you choose to provide, including the content of your messages. Where voice functionality is enabled and used, voice input may be collected via your device microphone and converted into text in real time. Use of voice functionality is optional and requires your permission.

Audio is not stored by Siteimprove. Voice input is processed solely to enable the chat functionality and is immediately converted into text transcripts, which may be retained for the purposes described above.

4.1.1 How does Siteimprove collect your Personal Data in these instances?

You provide it indirectly to Siteimprove if you consent to optional Cookies and directly through online chat interactions. Please also read our Cookie Notice.

If you choose to use voice functionality, you will be asked to grant permission to access your device microphone prior to any processing of voice data.

4.1.2 What is Siteimprove's legal basis for processing your Personal Data in these instances?

  • Consent
  • Legitimate interest in knowing the regions and organizations that might be interested in the Siteimprove Services. . Siteimprove honors recognized opt-out signals, including the Global Privacy Control (GPC), where required by applicable law.

4.1.3 How long does Siteimprove keep your Personal Data in these instances?

Siteimprove will store Personal Data as long as it is necessary in order to fulfill the purposes mentioned.

4.2 Prospective Customers:

For Website visitors interested in our products as a prospective customer, Siteimprove collects your Personal Data in order to fulfill your requests for additional information, to facilitate your attendance at a Siteimprove-sponsored event, or to set up an account and provide you with a demo. Siteimprove collects the following categories of Personal Data for the above purpose(s): job title, name, email, address, and phone.

4.2.1 How does Siteimprove collect your Personal Data in these instances?

You provide it directly through online forms, interactions with the Siteimprove employee at event, interactions on social media pages, when setting up/conducting a demo.

4.2.2 What is Siteimprove's legal basis for processing your Personal Data in these instances?

  • Consent, where you have opted to receive specific content or direct marketing.
  • Legitimate interest:
  • in processing the contact information of individuals interested in buying our services so we as a business can come in contact with said individuals.
  • in processing the potential Personal Data found on a prospects' public website to provide this prospect with an offer and demo directed at the business of the prospect.
  • Contractual necessity, where processing is required to take steps at your request prior to entering into a contract, such as responding to inquiries, providing demos, or setting up accounts.

4.2.3 How long does Siteimprove keep your Personal Data in these instances?

Siteimprove will store Personal Data as long as it is necessary in order to fulfill the purposes mentioned.

4.3 Job Applicants:

Siteimprove collects your Personal Data in order to facilitate your requests to be considered for employment with Siteimprove.

Siteimprove collects the following categories of ordinary Personal Data for the above purpose(s): name, address, email, phone, image (if included in your submission materials), background check and work permits (where applicable for the specific role and if allowed by local legislation), and answers to personality tests (if you agree to take one during the process).

4.3.1 How does Siteimprove collect your Personal Data in these instances?

You provide it directly to Siteimprove or through the applicable third-party recruitment platform used by Siteimprove for recruitment purposes through emails or submission of an application.

4.3.2 What is Siteimprove's legal basis for processing your Personal Data in these instances?

  • Necessary in order to take steps at your request prior to entering into a contract of employment.
  • Legitimate interest in processing the contact information of a job applicant.
  • Consent where you have voluntarily provided your consent for specific processing activities that are not necessary for the recruitment process, such as retaining your Personal Data to consider you for future employment opportunities at Siteimprove.

4.3.3 How long does Siteimprove keep your personal data in these instances?

Siteimprove will store Personal Data as long as it is necessary in order to fulfill the purposes mentioned.

In general, the following retention periods apply:

  • Unsuccessful candidates: Personal Data will be retained for up to six (6) months from the conclusion of the recruitment process, unless a longer retention period is required by law or is consented by the candidate.
  • Successful candidates who commence employment: Personal Data will be retained in accordance with Siteimprove's employee retention policies, generally for up to two (2) years following termination of employment, unless a longer retention period is required by law.

4.4 Vendors:

Siteimprove collects your Personal Data to facilitate consideration of your offer of goods or services. Siteimprove collects the following categories of ordinary Personal Data for the above purposes: name, address, email, and phone.

4.4.1 How does Siteimprove collect your Personal Data in these instances?

You provide it directly to Siteimprove through emails or submission of bid, quote or similar documentation.

4.4.2 What is Siteimprove's legal basis for processing your Personal Data in these instances?

Necessary in order to take steps prior to entering into a contract and performance of the vendor contract.

4.4.3 How long does Siteimprove keep your Personal Data in these instances?

Siteimprove will store Personal Data as long as it is necessary in order to fulfill the purposes mentioned.

4.5 Whistleblowing Reports:

Siteimprove will process Personal Data in accordance with the principles set out in the Whistleblower Policy and with the provisions of applicable data protection laws. Siteimprove employees, customers, partners, suppliers and/or any other third parties (each an "Associate") may file a report under Siteimprove's Whistleblower Policy. Siteimprove collects Personal Data in order to investigate a case filed through a whistleblowing report. We will hold the Personal Data you provide to us securely and only use it to help us to handle and process your whistleblowing report.

Siteimprove collects the following categories of ordinary Personal Data for the above purpose(s): name, email address, phone and any information provided by the Associate in the report.

4.5.1 How does Siteimprove collect your Personal Data in these instances?

The Associate provides the Personal Data through the online form submission.

4.5.2 What is Siteimprove's legal basis for processing your Personal Data in these instances?

Siteimprove processes Personal Data for the purposes provided in the Whistleblower Policy on basis of one or more of the following:

  • Consent of the Associate to provide Personal Data about him/herself in the report;
  • Necessary for compliance with a legal obligation to which Siteimprove is subject (including national laws implementing Directive (EU) 2019/1937);
  • Necessary for the purposes of the legitimate interests pursued by Siteimprove in order in ensuring compliance with applicable laws throughout all of Siteimprove's operations.

In accordance with applicable whistleblowing legislation, certain data subject rights, in particular the reported person's right to be informed of the source of the report, may be restricted to protect the reporter and the integrity of the investigation.

4.5.3 How long does Siteimprove keep your Personal Data in these instances?

Personal Data is retained for the period required by the Whistleblower Policy and applicable law, and no longer than necessary for the purposes described above.

5. Is Siteimprove sharing my Personal Data to third parties?

Siteimprove discloses Personal Data to trusted third-party service providers that support our business operations, such as providers of IT infrastructure, communication tools, customer relationship management, marketing platforms, analytics tools, recruitment or HR, and customer support services.

These providers process Personal Data on our behalf and are contractually bound to do so only in accordance with our instructions and applicable data protection laws.

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

6. Is Siteimprove transferring my Personal Data outside the EU/EEA?

For some third-party transfers, see Section 5, 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.

7. What rights do I have to Personal Data that Siteimprove processes?

  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 Data 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 emailing privacy@siteimprove.com.
  5. You have the right to receive your Personal Data 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.

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, please read our Notice - Exercising your Privacy Rights or contact us at: privacy@siteimprove.com.

8. Does Siteimprove collect sensitive data or children's 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.

If Siteimprove learns that it has collected or received Personal Data from a child under 16 without verification of parental consent, Siteimprove will delete that information. If you believe Siteimprove might have any information from or about a child under 16, please contact privacy@siteimprove.com.

9. Does Siteimprove use any other means of tracking behavior of individuals on the Website?

Yes. Pages of our Website and e-mails from Siteimprove employees to prospects and customers may contain small electronic files known as web beacons (also referred to as clear gifs. pixel tags and single-pixel gifs) that permit Siteimprove to, for example, count users who have visited a page or opened an e-mail.

Siteimprove also uses cookies and similar tracking technologies (such as pixels and software development kits) to operate the Website, remember your preferences, measure usage, and, where you have consented, support marketing activities. For a full description of the cookies used, their purposes, retention periods, and how to manage your preferences, please see our Cookie Notice.

10. 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 5), 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.

11. Country-Specific Policies

USA: Your 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 Information for Advertising

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

12. How to contact us?

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

privacy@siteimprove.com

Legal Department

Siteimprove A/S

Havneholmen 33, 6 sal
DK-1561 København V
Denmark

reg.no: 2553701