mParticle has announced on February 15, 2018 the general availability of new consent management and data subject request management features to help brands support GDPR compliance and build customer trust. 

According to the press release, the EU General Data Protection Regulation (GDPR) requires any business seeking to process the personal data of EU data subjects to have a legal basis for processing that data. “However, brands lacking a complete view of their customer are finding GDPR compliance to be challenging, especially when it comes to honoring individual data subjects’ rights. Recent estimates by Gartner predict that fewer than 50% of impacted organizations will be compliant by the deadline and will be subject to fines,” the mParticle release noted.

With the latest enhancements announced today, mParticle customers can ensure no data is collected or transmitted on people that have rejected consent, and that known user information processed by mParticle can be accessed, exported and erased at any time. Some of the key features now available include according to mParticle are:

  • End-to-end consent management: Collect, store, and share consent for general data processing and processing of personal data and children’s data in real time
  • Activate consent across the tech stack: Control what data is shared based on consent given and seamlessly share consent with technology partners
  • Data subject request management and fulfillment: Manage and fulfill data subject requests for access, portability, and erasure via a single API
  • Federate data subject requests for erasure: Share request for erasure across integrated partners throughout the entire marketing stack
  • Full auditability: Long-term retention of user consent permissions and auditable logs

“GDPR creates significant challenges for brands across several use cases from paid advertising, to email and push notifications, as well as analytics, but it also creates an exciting opportunity for brands to invest in better data governance and control,” said Michael Katz, CEO of mParticle, adding: “Brands must take full ownership of their data flows and invest in systems built to help brands with complete end-to-end management of those data flows. We’re excited to announce that with these latest platform updates, mParticle can offer the most flexible and comprehensive customer data solution on the market, empowering all stakeholders to govern data collection and syndication, in a privacy-safe, user-friendly way.”

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