Customer data privacy and security are important uses of a CDP. The CDP Institute recently polled industry leaders for best practices to maximize CDP value to the enterprise.  Our fourth post in this series covers Customer Data Privacy and Security.

Data Privacy and Compliance Are Growing Priorities.   Data privacy and compliance are growing more important to businesses everywhere. “Top companies prioritize data privacy by ensuring compliance with global regulations like GDPR and CCPA. They embed privacy measures into CDPs, manage consent, and secure customer data to build trust, protect against risks, and enhance customer loyalty,” says Janet A. Jaiswal, Global VP of Marketing, Blueshift.

CDP Supports Privacy-First Data Strategy.  Enterprises can use a CDP to embed privacy in their operations. “[We are seeing] privacy-first data strategy Integration: Our Clients are embedding privacy and compliance directly into their CDP operations. They automate consent management and data anonymization within the CDP to comply with regulations like GDPR and CCPA, turning compliance into a strategic advantage rather than a hurdle,” explains Diganta Roy, Product Marketing Manager, Algonomy.

CDP Builds Privacy at Scale.  A CDP can help manage privacy. “[We see enterprises] building a privacy-centric approach with scale. [They are] implementing strategies and tools that emphasize consumer respect and understanding while strengthening data collection opportunities and activation,” observes Josée Healey, Senior Product Marketing Manager, Adobe Real-Time CDP.

Using Architecture to Protect PII.  A specific consideration is architectures that limit the risk of exposing personally identifiable information (PII). “Within large enterprises, we are seeing a clear shift to on premise or hybrid CDP implementations with the intention of preventing PII from going to an external SaaS vendor cloud. Either the entire CDP is expected to be deployed on customer cloud/premise. Alternatively, it’s expected that PII will stay on premise while tokenized ids will be sent to the vendor,” notes Subra Krishnan, CEO, Lemnisk.

Growing Interest in CDP Security.   Security is important to companies. “Enterprises are prioritising CDP solutions that incorporate advanced security features, including robust consent management and role-based access controls, to ensure compliance with regulations like CCPA and evolving state-level privacy laws. These measures safeguard sensitive customer data and foster reliable relationships by protecting privacy and ensuring transparent data practices,” says Maros Gardon, GTM Marketing Manager, Xtremepush.

We hope you got a lot of insight from the experts on CDPs and customer data privacy and security. Also, see our other CDP Best Practices posts on these topics:

• CDP Use Cases
• Customer Data Unification 
• AI and CDPs 
• Customer Data Platform Benefits

Thank you to our participants!