SafeOpt

SafeOpt, owned by AddShoppers, Inc., is a marketing technology service specializing in email retargeting across a network of retail brands. When a user interacts with a participating website, SafeOpt uses device-level tracking and hashed email addresses to identify them across its network. This enables partner brands to send targeted promotional emails to users, even if the user has not directly signed up for that specific brand's mailing list. While SafeOpt maintains that it does not sell data to third parties and limits its collection to email identifiers—rather than physical addresses or phone numbers—the service effectively facilitates cross-site tracking. Many consumers find this practice intrusive, as it leads to receiving marketing from companies they may not recall interacting with. To prevent this tracking and stop receiving these network-based promotions, individuals can opt-out through SafeOpt’s data management portal to remove their information from the retargeting database.