Gartner Research

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

Published: 03 January 2020

ID: G00441511

Analyst(s): Charles Golvin , Andrew Frank


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.

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

Gartner Recommended Reading

©2020 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.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.