Analyst Report

Gartner®: Market Guide for Consent and Preference Management

How to build a customer-centric consent and preference management technology stack

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New privacy regulations and approaches are rapidly evolving, with consumers increasingly expecting more clarity and control over how their information is being used. In addition, changes across the tech ecosystem and the deprecation of long-standing tracking technologies (like 3rd party cookie-loss) have given rise to complex, consent-driven workflows.

Many organizations are turning towards a Customer Data Platform (CDP) to collect data across all potential interaction points and centralize data about individuals into one vendor-neutral location - with consent provided.

To help you better evaluate consent and preference management capabilities, and make a balanced, forward-looking Customer Data Platform (CDP) choice, check out the Gartner Market Guide for Consent and Preference Management.

In this report you’ll find ways to:

  • Determine the level of data transparency required through analysis of customer data and documenting customer expectations to improve customer experiences.
  • Evaluate solutions that are flexible by defining requirements based on future needs. This report recognizes Representative Vendors, including Tealium, who play a role in enabling businesses to comply with privacy requirements.
  • Use consent and preference management offerings in order to minimize costs and volume of subject rights requests that are commonly associated with modern privacy regulations.
  • Build a strong business case by addressing emerging adtech requirements early in the process.

Gartner, Market Guide for Consent and Preference Management, Nader Henein, Bart Willemsen, Bernard Woo, 31 October 2022

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