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Consent Management Platform

Using consent management platform is mandatory for every audience data handlers.<br><br>Want to know why?Keep your eyes glued to this article.<br>u201cThe data does not exist independently in the world, nor is it generated spontaneously. Data is constructed by people, from people,u201d (source 1). Indeed, in such a scenario, using CMP is very much important to take consent of the audience.<br><br>So, what happens if you use your consumer data without their consent? Simple u2013 itu2019s illegal and may lead to severe data privacy issues. Therefore, to avoid these consequences, businesses are using consent management platforms.

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Consent Management Platform

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  1. The Role of Consent Management Platform -Aditi L

  2. “The data does not exist independently in the world, nor is it generated spontaneously. Data is constructed by people, from people” Hence, seeking consent is crucial!

  3. What is a Consent Management Platform(CMP)? CMP or consent management platform is a platform or a tool to take consent from the visitor to use his/her digital identity for marketing efforts. The consumer data, stored in the form of cookies or cookie ids, help marketers to identify and understand the target audience. But, collecting the cookies without the permission of the consumers may lead to privacy breaches. So, CMP helps in gathering and categorizing consumers who have given consent and who have not given consent to use their data.

  4. Why is the Consent Management Platform Important for Brands & Publishers? A CMP has different options where it seeks permission from the visitor to gather the data, utilize that data for sending personalized ads, and share the data for many other online marketing purposes. CMPs or consent management platforms are cost-effective options for any publisher because you’ll be legally collecting the consumer data in compliance with GDPR and CCPA.

  5. What is GDPR & CCPA? GDPR (The General Data Protection Regulation) is the law of data protection and privacy designed explicitly for the people of the EU (European Union) and EEA (European Economic Area). The goal of GDPR is to protect the personal information of EU users. CCPA (The California Consumer Privacy Act) is the data privacy law meant for the residents of California, US. It is also one of the consumer rights laws related to access & sharing of customer information for marketing.

  6. Why is User Consent Crucial as Per GDPR and CCPA? The laws implicate specific guidelines to brands & publishers who are into data-driven marketing. Since data is a valuable asset for any business, there have to be some rules while accessing it for marketing. As per GDPR and CCPA, data processes or data controllers have to take some strict measures to anonymize the data before using it for any purposes. Only then will you be legally performing digital marketing.

  7. How Does CMP Work? Usually, a consent management platform works as a popup on a webpage. As soon as you visit a page, you will see it in the form of a popup that has many options regarding the usage of cookies. If a visitor doesn’t give the consent to use the cookies, then you have to delete the data and not use it for audience targeting.

  8. Benefits of Using a CMP? • CMP helps you in storing the consented user information and filtering those who haven’t agreed to the terms & conditions. • CMP also has an option to indicate different categories through which you’ll understand how many visitors have permitted you to utilize the data for what purposes. • The consent management platform will be compliant with GDPR and CCPA regulations. So, you can prevent any allegations regarding consumer privacy in case someone slaps you with a lawsuit.

  9. As you advance in the tech-driven world, there will be more threats to your customer data. To prevent any data breaches, you need to be compliant with data privacy laws.

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