Gartner Research

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

Summary

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.

Published: 03 January 2020

ID: G00441511

Analyst(s): Charles Golvin Andrew Frank

Table Of Contents

Survey Objective

Data Insights

  • 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

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