Gartner Research

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


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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