Gartner Research

Survey Analysis: Consent and Preference Management Platform Adoption Remains Low Despite Mounting Privacy Concerns

Published: 03 January 2020


Consent and preference management platforms help firms comply with data privacy regulations and provide transparency to customers about a company’s use of personal data. Gartner’s 2019 Marketing Technology Survey finds martech leaders’ use of CPMPs lagging, despite their many benefits.

Included in Full Research

  • Despite Privacy Compliance Demands, Only 25% of Martech Leaders Report Having a Fully Deployed Consent and Preference Management Platform
  • CPMPs and Personalization Go Hand in Hand
    • Companies Are Not Fully Committed to Future Deployment Plans
  • CPMP Adoption Is Most Prevalent Among Hybrid and Large Firms
    • Geography: Compared to Companies in Europe, North American Companies Report a Higher Rate of Deployment
    • Business Model: Hybrid Businesses Are Most Likely to Have Deployed a CPMP
    • Industry: High-Tech, Financial Services and Healthcare Companies Achieve Highest Rates of Deployment
    • Revenue: Companies With $5 Billion or More in Annual Revenue Are More Likely to Deploy a CPMP
  • Almost Twice as Many Martech Leaders With CPMPs Report Outperforming Competitors Over Those With No Deployment Plans
  • Methodology
  • Definitions

Access Research

Already a Gartner client?

To view this research and much more, become a client.

Speak with a Gartner specialist to learn how you can access peer and practitioner research backed by proprietary data, insights, advice and tools to help you achieve stronger performance.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Gartner research: Trusted insight for executives and their teams

What is Gartner research?

Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.

Gartner research is unique, thanks to:

Independence and objectivity

Our independence as a research firm enables our experts to provide unbiased advice you can trust.

Actionable insights

Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.

Proprietary methodologies

Our research practices and procedures distill large volumes of data into clear, precise recommendations.

Gartner research is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.

Tap into our experts

We offer one-on-one guidance tailored to your mission-critical priorities.

Pick the right tools and providers

We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.

Create a network

Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.

Gartner Marketing Symposium/Xpo™

Connect with CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.