The digital shift is here
It’s hard to believe that the current digital ecosystem hasn’t seen a significant shift since the early 2000s – but that is the reality of it.
Only in recent years has privacy, security, and how we communicate with users online become a burning topic in the digital world.
While there is no crystal ball revealing exactly where this shift is headed, there are new realities that are sure to be the norm moving forward.
And for advertisers and marketers, consent and preference management are front and center.
The new path for consent and preference management
The ecosystem for gathering, storing, and managing consent and consumer preferences is changing. Here is what we know so far.
- Online advertisers are changing the way they track and interact with consumers
- The shift in PII is moving from third-party to first-party collection
- Proof of compliance isn’t just coming. It’s here
Death of the third-party cookie
Lately, this phrase is often thrown around. Many big players in the tech industry have already removed these trackers from their software or added in mechanisms to give the power back to the consumer.
- If you’re an Apple mobile user you have probably seen the privacy prompts for all apps and general updates
- Other browsers like Firefox and Safari have already gone this route and removed the advertising centric 3rd party cookies
- Google (the biggest browser on the market) is planning this same change in 2023
What does this mean? It means (at least for advertising and consumer engagement) that first party data collection will become even more important than it is already.
CRM, SaaS, and consumer engagement
With this fundamental shift in online consumer engagement, reliance on customer relationship management (CRM) systems will be necessary.
If your company uses Salesforce, HubSpot, Marketo (or similar cloud-based software), it’s important to start thinking about the consents and preferences of your users.
Not only will this be crucial to your online privacy ecosystem, but it is also required by law.
For an organization, this is a win-win. You’ll increase your compliance and build trust with users.
How TrustArc can help
The consumer trust product line was built with these changes specifically in mind. Consent & Preference Manager integrates directly to HubSpot and Salesforce to help you manage your consent and preference requests.
Leverage a single tool to track customer preferences across your brands and digital channels. Help your consumers understand what information you are using and how you’re interacting with them online. This allows for more customization with consents–so your consumers won’t be opting out of everything. Picture a tailored experience with your brand that fits their needs and online behaviors.
For enhanced accessibility, all public-facing web elements of Consent and Preference Manager meet WCAG 2.2 Level AA and ADA accessibility standards, providing ‘’privacy for all”.
Consent & Preference Manager can also help in the following ways:
Build lasting trust, one consent at a time
As privacy expectations evolve, brands that prioritize transparency will stand out. Customers ultimately want transparency and control, and businesses need reliable ways to deliver both without slowing growth.
TrustArc Consent & Preference Manager helps bridge that gap. It gives you the tools to respect every customer’s choice while integrating with the tools you already use, like HubSpot and Salesforce. The result is stronger engagement and long-term trust, built one consent at a time.
Ready to turn consent into a competitive advantage?
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