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Last updated
December 23, 2024
🆕 2025 U.S. State Privacy Laws: what you need to know
Data has long been a workhorse – serving a multitude of purposes across a single organization, ranging from tailored advertising to revenue generation. As a result, managing and complying with customer data preferences is often a nearly impossible task. This is where a consent management platform (CMP) can be your workhorse’s workhorse – providing the foundation to ensure data compliance based on evolving regulations.
In the face of mounting but patchwork privacy legislation across the United States and Europe, more companies than ever before are finding themselves in search of a consent and preference management (CPM) solution. Unsurprisingly, the market size of CPMs is exponentially growing. These platforms help businesses of all sizes remain compliant while they build a framework that delivers a consumer-centric experience based on trust. The effects can be powerful, and those who ignore the opportunities risk legal consequences and PR nightmares.
Let’s delve into the ins and outs of consent management platforms, addressing why consent management is important and how to find the right platform for your needs.
Consent management involves systems that allow customers to determine what data they feel comfortable sharing with a business. For example, if your company uses third-party apps, you'll need user consent for cookies.
Today’s privacy regulations require you to obtain user consent before collecting and using their data. Unfortunately, many businesses use outdated consent management platforms that no longer meet current requirements.
Read more: What is consent management and why is it important?
A consent management platform (CMP) is a system that helps businesses collect, manage, and enforce user consents for data collection and processing. It ensures compliance with privacy laws like GDPR and CCPA, and enables users to control their data preferences across various platforms.
Read more: Consent management platform overview
Consent management is crucial for:
Yes, you need a consent management platform if your business collects or processes personal data. It ensures compliance with privacy laws like GDPR and CCPA, helps manage user data preferences, and builds trust by respecting customer privacy.
Since it is your responsibility as a business to remain compliant and up-to-date, understanding consent management platform requirements is critical. These platforms can help you with a range of content management use cases, ranging from the needs of financial companies to those in the manufacturing industry.
When it comes to respecting privacy, consent is the first step. Essential requirements for a CMP include:
Consent orchestration is the process of managing, synchronizing, and maintaining user consents across various platforms and systems within an organization. For a Consent Management Platform (CMP), this is crucial as it ensures that user preferences regarding data privacy and usage are consistently honored, no matter where or how data is collected or processed.
Effective consent orchestration enhances compliance with privacy regulations like GDPR and CCPA, reduces the risk of data breaches, and fosters trust with users by transparently respecting their choices. This systematic approach enables organizations to efficiently handle consent lifecycle management, from collection to withdrawal, ensuring that user data is managed ethically and legally.
Learn more: 3 requirements for effective consent management
If your website processes visitors' personal data, you need a consent management platform. How do you choose between a paid vs. free option?
The answer depends less on the cost of the platform and more on the features provided. For example, does the platform offer cookie consent, policy management, mobile app consent, privacy requests, etc.? If so, it will give you the support you need from a privacy tool, especially when developed by a company that specializes in privacy compliance and management.
Read more: Should I use a free cookie consent banner?
“As an attorney, I find Ketch Consent Management invaluable for making necessary privacy risk adjustments quickly and confidently, without needing extensive technical knowledge. This level of control and ease of use is rare in the market.”
John Dombrowski, Associate General Counsel for Compliance and IP at The RealReal
Ketch Free offers comprehensive tools to help you respect consumers' rights to privacy and data dignity , including:
For more features, opt for higher-tier options designed for enterprises and developers.
Read more: Explaining Ketch Free: a free consent management tool for privacy compliance
When comparing platforms, consider your business’ present and future goals. Which features matter most to your business based on your present and future goals? When comparing, revert to the requirements listed above.
Additionally, consider whether you want a standalone consent management platform or an integrated option. Integrated options save time and money by providing a single stack for all needs.
Some of the most popular consent management solutions include:
Read more: Compare Ketch vs. OneTrust
I get asked the following questions often. Let's address them one by one.
A Consent Management Platform (CMP) collects, stores, and manages user consent for data collection and privacy preferences. It provides users with options to accept or reject cookies and data usage, logs their choices, and ensures compliance with privacy laws like GDPR and CCPA by controlling data-sharing based on consent.
A CMP helps organizations comply with privacy laws like GDPR by managing user consent for data collection. It builds trust by giving users control over their data, reduces legal risks, and improves transparency, ultimately supporting data-driven decisions while respecting user privacy.
Free consent management platforms typically cater to simpler needs, offering basic compliance functionalities suitable for startups or small websites with straightforward consent collection requirements. However, businesses with more complex needs, such as those operating in multiple jurisdictions or handling sensitive data, might find these solutions lacking in robustness, customization, and support.
Paid solutions, including Ketch, not only offer extensive customization and integration options but also provide advanced features like detailed analytics on consent patterns, support for multiple languages and legal jurisdictions, and dedicated customer support. This ensures that organizations can maintain compliance while also aligning with their specific operational and branding needs.
Integrating a consent management solution with existing data systems is crucial for ensuring compliance across all points of data collection usage, and retention. Many businesses stop after consent collection, believing that implementing a cookie banner across websites is enough to comply with privacy laws. However, modern laws like California's CCPA require business to enforce people's privacy choices across every business data system and application: everywhere sensitive and personal data lives in the business data ecosystem.
These platforms typically require building integrations, such as via APIs and SDKs, allowing them to work within a variety of IT environments, from websites and mobile apps to in-house CRM systems. This integration ensures that consents are managed and respected across the entire data lifecycle, facilitating compliance with data protection laws and enhancing trust with users by respecting their privacy preferences across all platforms.
Ketch software includes 1000+ pre-built integrations to common data systems and apps, saving businesses from having to complete development work in-house.
Consent management platforms are designed to help businesses navigate the complex landscape of global data privacy laws. By enabling organizations to manage user consents effectively, these platforms ensure compliance with key regulations such as the GDPR in Europe, which requires explicit consent for data processing, and the CCPA/CPRA in the United States, which allows consumers to opt-out of the sale of their personal information.
Additionally, these platforms are updated to reflect changes in legislation, providing businesses with ongoing compliance support for emerging laws and regulations worldwide.
Customization is a significant feature of consent management solutions, allowing businesses to align the consent experience with their brand identity. This goes beyond mere aesthetic adjustments; it extends to customizing the wording of consent messages, the timing and manner in which consent requests are presented, and the overall user journey.
Such customization ensures that consent requests are not only legally compliant but also resonate with the brand's voice, enhancing user engagement and trust. Platforms like Ketch offer deep customization options to ensure that consent dialogs and notifications fit seamlessly into the brand's digital presence, reinforcing brand consistency and user confidence.
Managing consent for minors and sensitive data categories requires additional care and compliance measures. Ketch's platform addresses these needs by providing mechanisms for identifying and handling sensitive data categories, such as health information or financial details, with enhanced consent requirements.
These features ensure that businesses can manage consents accurately and ethically, respecting user privacy and adhering to stringent legal standards for data protection.
By following these guidelines and utilizing a robust consent management platform, you can ensure compliance, build trust, and avoid potential legal issues.
Ketch makes consent banner set-up a breeze with drag-and-drop tools that match your brand perfectly. Let us show you.
