Movable Ink
Movable Ink is a US based email and web personalization platform. It uses pixels and beacons in emails and tags on websites to capture context at the moment of open or click, sets identifier cookies, and generates personalised content for each recipient.
What does Movable Ink do?
What Movable Ink is
Movable Ink is a personalization platform that generates individualised content for email and web at the moment a recipient opens a message or visits a page. It assembles images, offers and recommendations in real time based on signals such as device, location, time and past behaviour, and integrates with email service providers and customer data platforms to tailor every interaction.
Data and cookies involved
Movable Ink relies on tracking pixels and beacons embedded in emails and tags placed on websites. When an email is opened or an image is rendered it captures contextual signals such as IP based location, device, browser and the time of open, and it sets identifier cookies to recognise the recipient across messages and sessions. These identifiers tied to behaviour and context are personal data under the GDPR.
GDPR and ePrivacy implications
Email tracking pixels and the identifier cookies used for personalisation are not strictly necessary, so they fall under the consent rules of the ePrivacy Directive, and the linked profiling is governed by the GDPR. Building a personal profile from open, click and browsing behaviour is a form of profiling that requires a clear lawful basis and transparent information. The brand is the controller and Movable Ink acts as a processor under a data processing agreement.
Consent requirements
Obtain prior opt in consent for marketing personalisation and email tracking, ideally bundled with the consent for the underlying marketing programme, and gate the on site tags and identifier cookies behind a consent banner. The information you provide should explain that opens, clicks and context are used to personalise content, and refusing should be as easy as accepting without losing access to the core message.
Data transfers and third countries
Movable Ink is a United States based platform, so device, behavioural and contextual signals tied to recipient identifiers are transferred to and processed in the United States. This restricted transfer requires a valid safeguard, typically reliance on the vendor being certified under the EU US Data Privacy Framework or signing Standard Contractual Clauses, backed by a transfer impact assessment that accounts for US surveillance law and the sensitivity of behavioural profiling.
Practical compliance steps
Capture and log consent for tracking and personalisation through a consent management platform, sign the data processing agreement, and confirm the US transfer safeguard. Disclose Movable Ink in your privacy and cookie notices, configure the on site tags to load only after consent, minimise the signals collected, and set retention limits so behavioural profiles are not kept longer than needed.
Movable Ink and the GDPR
Movable Ink is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent for marketing personalisation, email tracking pixels and identifier cookies under ePrivacy and GDPR
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive
Impact assessment (DPIA)
A DPIA is strongly recommended. Movable Ink performs behavioural profiling for personalisation, sets identifier cookies, tracks email opens and clicks at scale and transfers personal data to the United States. Assess the profiling, consent quality, the combination of context and identifiers, retention and the adequacy of US transfer safeguards.
Sample text for your banner
I agree to receive personalised marketing where the content, images and offers are tailored using my email engagement, device and context. I understand this involves tracking pixels and cookies and that I can withdraw my consent at any time.
What Movable Ink sets and contacts
- Tracking method
- Email pixels and beacons plus on site tags that capture context at open and click time and set identifier cookies to personalise content per recipient
- Server location
- United States
- Data transferred outside the EU
- Movable Ink is a US based platform, so device, behavioural and contextual signals tied to recipient identifiers are processed in the United States, requiring Standard Contractual Clauses or EU US Data Privacy Framework certification plus a transfer impact assessment.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| mi_u | marketing | 1 year | Identifier cookie that recognises a recipient across emails and sessions to deliver personalised content. |
| mi_session | functional | Session | Maintains the personalisation session while content is assembled and rendered for the visitor. |
| mi_track | marketing | 1 year | Records email open, click and on site engagement context used to tailor future personalisation. |
Third-party domains contacted (3)
movableink.commi-cdn.commicpn.com
Frequently asked questions about Movable Ink
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What cookies does Movable Ink set?
Movable Ink typically sets identifier cookies that recognise a recipient across emails and sessions so it can personalise content. Alongside these it uses tracking pixels and beacons in emails and tags on websites to capture context such as device, location and time of open. These are not strictly necessary and require consent.
Is consent required to use Movable Ink?
Yes. The email tracking pixels, on site tags and identifier cookies used for personalisation are not strictly necessary, and the behavioural profiling involved requires a lawful basis. Prior opt in consent is the appropriate basis, obtained before the tags and cookies load and as easy to refuse as to accept.
What is the legal basis for Movable Ink?
Consent under the ePrivacy Directive is the appropriate basis for the tracking pixels, identifier cookies and on site tags, with the resulting profiling governed by the GDPR. Because personalisation builds a behavioural profile, relying on legitimate interest alone is generally not sufficient for this kind of tracking.
Does Movable Ink transfer data to the US?
Yes. Movable Ink is a US based platform, so device, behavioural and contextual signals tied to recipient identifiers are processed in the United States. This restricted transfer needs a valid safeguard such as the vendor being EU US Data Privacy Framework certified or signing Standard Contractual Clauses, with a transfer impact assessment.
Do I need a DPIA for Movable Ink?
A DPIA is strongly recommended. Movable Ink carries out behavioural profiling for personalisation, sets identifier cookies, tracks email opens and clicks at scale and transfers data to the United States, all of which point toward a high risk processing assessment being appropriate.
How do I implement Movable Ink compliantly?
Capture and log consent for tracking and personalisation in a consent management platform, configure the on site tags to load only after consent, and sign the data processing agreement. Confirm the US transfer safeguard, disclose Movable Ink in your privacy and cookie notices, minimise the signals collected and set retention limits on behavioural profiles.
What are alternatives to Movable Ink?
EU based or self hostable personalisation and email options include Dynamic Yield with EU hosting where offered, EU email service providers with built in personalisation, or open source recommendation engines combined with self hosted email. The right choice depends on your personalisation depth, existing stack and whether you want to avoid US transfers.
How do I update my cookie policy for Movable Ink?
List the identifier cookies and explain the use of email tracking pixels and on site tags with their purpose and duration, state that consent is the lawful basis, and disclose that data is processed in the United States with the safeguard you rely on. Keep the policy aligned with your consent banner and review it when Movable Ink changes its tracking.
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