GDPR Compliance

The data governance opportunity from the General Data Protection Regulation and what to do about it

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The is European legislation meant to consolidate data privacy regulations across Europe. Despite being based in the EU, GDPR requirements affect companies worldwide who are doing business in the EU or monitoring the behavior of EU citizens. Companies found in non-compliance are subject to administrative fines of €20mil or 4% of worldwide revenue, whichever is greater.

In the News:

CDO Trends: GDPR Can Make Data Sharing, AI a Minefield

CMSWire: Now’s the Time for Marketers to Embrace Zero-Party Data

JD Supra: China’s GDPR is Coming: Are You Ready?

12 Key Changes to Customer Data Protection Regulations – Implications

"Personal Data” is Becoming Broader

The definition of personal data will be expanded to include genetic, economic, or social identity data.

Compliance Required for Companies Outside the EU

Any company, regardless of where it’s based, must comply with the regulation if it deals with an EU citizen’s personal data.

New Special Protections for Children’s Data

Parental consent will be required, so businesses will need to implement procedures to obtain consent.

Getting Valid Consent

Consent must be simple and clear. Silence or inactivity will not constitute consent.

Data Breach Notification Requirements

Placing a greater onus on data supply chains, all data breaches potentially harming individuals must be reported to regulators and the individual.

The Right to be Forgotten and Access Requests

Companies will have to give individuals access to data collected in a timely manner and requires that data subjects have the right to be forgotten.

Mandatory Privacy Risk Impact Assessments (PIA)

There will be conditions under which a PIA is mandatory in high-risk situations.

Privacy by Design

Privacy in a service or product must be built in from product conception and should only collect the minimum personal data possible.

Contractual Requirements

Data protection will need to be clearly documented and this could impact contract negotiations for risk and security considerations.

International Data Transfer Concerns

The regulation also applies to data processors, so there is risk in transferring data to countries outside the EU.

Data Portability

Businesses have to provide data collected to subjects electronically and in a commonly used format.

Introduction of the Data Protection Officer (DPO)

Some businesses will need to hire or appoint a DPO to oversee data security compliance.

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Artificial Intelligence

The Open Schema Super Power: Why Rigid Data Models are the Silent Killers of Marketing Agility

In my role as a Field CTO, I spend most of my time looking at the “plumbing” of the modern enterprise. Most leaders I speak with believe their primary obstacle is a lack of AI talent or a limited media budget. They are mistaken. Their primary obstacle is a rigid schema. Most Customer Data Platforms […]

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Company

Tealium + Pendo: How to Understand User Behavior and Improve Product Experiences

Like many organizations, Tealium uses Pendo to understand user behavior, improve product experiences, and capture real-time feedback. We’ve amplified Pendo’s impact by integrating with Tealium’s Customer Data Hub to build connected, data-driven workflows that deepen engagement and automate downstream actions. By linking Pendo with systems like Salesforce and Marketo through our CDH, we’ve been able […]

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Customer Data Platform

From Static Storage to Kinetic Action: Why The Future Belongs to Customer Data Orchestration

For the last five years, the enterprise has been obsessed with data storage. We built massive Data Lakes, bought Customer Data Platforms (CDPs), and hoarded petabytes of customer information. We treated data like gold bullion—something to be locked in a vault, secured, and counted. But in the era of AI and real-time expectations, data sitting […]

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Tag Management

Why You Should Retire The Cookie Playbook And Embrace The First-Party Future

The Digital Advertiser’s Dilemma Depending on when you’re reading this, it’s either already 2026, or we’re about to arrive there… and somehow parts of this industry are still trying to resurrect 2016, when cookies, syncing, and third-party identifiers made everyone feel smart. That playbook isn’t “coming back.” It’s just refusing to die. Despite years of […]

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Customer Data Platform

The Future of Automotive ROI: How Real-Time Data + AI Are Fueling the Modern Dealership

In automotive retail, customers move fast. They jump from online research to chat to an in-store visit in a matter of hours. Dealerships don’t struggle with gathering data. They struggle with putting that data to work at the very moment when real-time insight and AI can influence what a customer does next. Most automotive CDPs […]

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Events

re:Invent 2025

re:Invent 2025 is here and this is your one stop for news, updates and more. Team Tealium will be going live all week, posting live updates to this blog post, and sharing news on our social accounts to keep you in the loop the whole time. 1:15pm It’s just after lunch and […]

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Data Governance: Reduce GDPR Risk & Improve Marketing Effectiveness

The GDPR is another reminder of how marketers, and businesses overall, need to improve their management of sensitive customer data. While market leaders have adopted a unified approach to data governance as a strategic initiative to improve marketing relevance and timeliness, the vast majority of companies are stuck managing data inside departmental or technological silos that create risk and uneven experiences. Ironically, this new regulation might be just the compelling event that will propel marketers to truly become data-driven, simultaneously allowing for data security measures and increased marketing effectiveness.

Given our unique position in the data supply chain, having Tealium 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.

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