mParticle ProductFebruary 15, 2018

mParticle announces industry-first GDPR compliance capabilities

New features include end-to-end consent and data access management to meet European Union regulations ahead of May 2018 enforcement deadline.

New features include end-to-end consent and data access management to meet European Union regulations ahead of May 2018 enforcement deadline.

New York, NY – February 15th, 2018 – mParticle, the only customer data platform built for all connected devices, today announced general availability of new consent management and data subject request management features to help brands support GDPR compliance and build customer trust. These controls will help brands ensure that proper governance and enforcement measures are in place well ahead of the upcoming deadline.

The EU General Data Protection Regulation (GDPR) requires any business seeking to process the personal data of EU data subjects to have a legal basis for processing that data. However,  brands lacking a complete view of their customer are finding GDPR compliance to be challenging, especially when it comes to honoring individual data subjects’ rights. Recent estimates by Gartner* predict that fewer than 50% of impacted organizations will be compliant by the deadline and will be subject to fines.

From its inception in 2013, mParticle’s platform was designed with built-in, fully integrated privacy controls. With the latest enhancements announced today, mParticle customers can ensure no data is collected or transmitted on people that have rejected consent, and that known user information processed by mParticle can be accessed, exported and erased at any time. Some of the key features now available include:

  • End-to-end consent management: Ingest, store, and share consent for general data processing and processing of personal data and children’s data in real time
  • Activate consent across the tech stack: Control what data is shared based on consent given and seamlessly share consent with technology partners
  • Data subject request management and fulfillment: Manage and fulfill data subject requests for access, portability, and erasure via a single API
  • Federate data subject requests for erasure: Share request for erasure across integrated partners throughout the entire marketing stack
  • Full auditability: Long-term retention of user consent permissions and auditable logs

“GDPR creates significant challenges for brands across several use cases from paid advertising, to email and push notifications, as well as analytics, but it also creates an exciting opportunity for brands to invest in better data governance and control,” said Michael Katz, CEO of mParticle. “Brands must take full ownership of their data flows and invest in systems built to help brands with complete end-to-end management of those data flows. We’re excited to announce that with these latest platform updates, mParticle can offer the most flexible and comprehensive customer data solution on the market, empowering all stakeholders to govern data collection and syndication, in a privacy-safe, user-friendly way.”

“GPDR has set a new bar for how companies must be able to put their users in control of their own data – in mParticle we’ve found a great partner to ensure that we are proactive in living up to the high standards set by the new regulation,” said Johan Dahlqvist, CTO of Rebtel

These platform enhancements are the latest in a series of significant investment by mParticle in ensuring its customers are prepared for GDPR enforcement. As the customer data platform of choice for leading global brands, mParticle has conducted a Privacy Impact Assessment, updated their Data Protection Agreement, appointed a Data Protection Officer, assembled a GDPR Taskforce, and are hosting a series of global in-person events with a specific focus on GDPR, the first of which took place in London on February 13th with more to follow in Berlin, Amsterdam, and Paris.

*Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Latest from mParticle

See all insights
mParticle 2.0


Deep-dive into the new mParticle: A unified platform and updated UI

The new mParticle featured image thumbnail


Welcome to the new mParticle

Mach Alliance


Leading the next generation of CDP solutions: mParticle celebrates acceptance into the MACH Alliance