Customer Data Platform
May 11, 2022
With the General Data Protection Regulation (GDPR) set to take effect in less than a year (May, 2018), it is essential that digital businesses have a greater understanding of how their data is collected, where the data is going and who is using it.
Last week we discussed why now is a perfect time to re-evaluate your tag management system with regard to sunsetting technologies in the space. However, the ever-changing data privacy landscape provides an equally intriguing opportunity to assess your current TMS. As your company’s data foundation, your Tag Management System should not only be rock solid but provide powerful and easy-to-use features to help you prepare for GDPR by governing and protecting your data.
In case you aren’t familiar with the GDPR, it is European legislation that represents some of the biggest changes to data privacy in years and extends well beyond the borders of the EU. It is meant to consolidate data privacy regulations across Europe, give businesses guidelines on the collection of customer data and give consumers control over their data.
There are many key factors that companies should understand regarding this new initiative. First, the GDPR applies if you are processing personal data in connection with the provision of goods and services to EU citizens (even if the goods or services are free), or if you are monitoring EU citizens’ behavior. Second, it is important to note that the regulations apply regardless of where the data controller (you) is located and is not limited to businesses just in the EU.
Feeling unprepared? It’s ok. There is still time.
Given Tealium’s unique position in the data supply chain, having us as a trusted partner builds confidence in your business’ ability to appropriately and legally manage data, while significantly reducing your reliance on your digital marketing and analytics vendors to adhere to privacy standards. Our approach empowers users to securely control and manage your data at the source– across web, mobile IoT, and connected devices.
Tealium iQ Tag Management offers robust privacy control features and vendor management capabilities to support your Data Governance needs as you prepare for GDPR:
The Privacy Manager feature is the core of our data governance and privacy offering and enables users to easily offer opt-in or opt-out choices to their online visitors (per website or geo-location basis), providing total control over which third-party vendors or cookies those visitors want to allow while browsing that customer’s web properties. Using our privacy manager, you can allow visitors to opt in or opt out of individual tags or even categories of tags.
So, does your current TMS have you well prepared for GDPR?
Interested in learning more about the GDPR and taking a deeper dive into creating a comprehensive consumer data privacy organization? View Tealium’s licensed April 2017 Forrester Report, “How To Design And Build A Great Consumer Data Privacy Organization.”
