Empowering marketers with Zeotap's Consent Orchestration


Data privacy regulations like GDPR and CCPA have made it imperative for marketers to ensure compliance when collecting and processing customer data. However, unifying consent choices from multiple touchpoints and implementing them swiftly and at scale has been a significant challenge. Zeotap's Consent Orchestration module offers a privacy-first, customer-centric strategy that streamlines the process of managing consent and marketing preferences, while providing a seamless and personalised experience for customers.  

The challenge of Consent in a complex data landscape 

In the ever-evolving landscape of data privacy regulations, managing consent for individual customers across multiple channels and activation methods has become a formidable challenge for businesses. Ensuring compliance with stringent regulations like GDPR has become a top priority, especially in the face of escalating fines for violations.  

Consent Orchestration by Type serves as a powerful tool to overcome the complexities of consent management. By unifying consent choices from diverse touchpoints and activation channels, businesses can establish a cohesive and compliant approach to data usage. The platform's automated processes enable swift and accurate reflection of customer consent and marketing preferences throughout the entire customer journey, reducing the need for constant manual oversight. With the threat of hefty GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) fines on the rise, Type's Consent Orchestration emerges as a privacy-first strategy that empowers organisations to navigate the regulatory landscape with confidence, safeguarding customer data and delivering seamless, personalised experiences. 


Understanding GDPR and CCPA regulations  

To comply with GDPR and CCPA, businesses are required to adhere to specific legal guidelines regarding data collection and obtain explicit consent from individuals. These regulations set forth a comprehensive framework for data privacy, giving individuals more control over their personal information. Under GDPR, businesses must inform individuals about the data they collect and the purpose of its use, seeking their consent explicitly. Similarly, CCPA mandates that businesses disclose the categories of personal information collected and give consumers the right to opt-out of the sale of their data. The implementation of these regulations significantly impacts how businesses handle and process customer data, necessitating transparency and accountability to protect individuals' privacy rights. 

Zeotap CDP’s Consent Orchestration: The ideal solution 

Zeotap's Consent Orchestration module presents the perfect solution for businesses aiming to attain GDPR and CCPA compliance. This innovative module establishes a privacy-first approach, ensuring that customer data remains protected while providing a seamless and personalised experience. We will explore how Zeotap's Consent Orchestration effortlessly connects to Consent Management Platforms, streamlining the storage, processing, and reflection of consent and marketing preferences. By integrating with these platforms, Zeotap enables businesses to maintain a unified and comprehensive view of customer consent across various channels and touchpoints, simplifying consent management and enhancing compliance efforts. 


Key steps of Zeotap CDP’s Consent Orchestration  

Zeotap's Consent Orchestration is designed to make it easy for marketers (and their DPOs) to control data privacy compliance throughout the customer journey. It does so in three key steps:  

  • Unification: Integrating consented data from various sources into a unified customer profile, standardising consent labels, and streamlining the process. 
  • Configuration: Allowing easy mapping of Unique IDs to communication channels through granular rule configurations, in line with IAB Transparency and Consent Framework (TCF) v2.0 standards. 
  • Automation: Ensuring consent and marketing preferences are automatically reflected in all omnichannel marketing campaigns, facilitating GDPR compliance and enhanced personalization. 


Seamlessly integrating with Consent Management Platforms 

Zeotap's Consent Orchestration complements the journey that begins with a Consent Management Platform (CMP). Here is how the Consent Orchestration feature of Zeotap CDP  integrates with CMPs and facilitates automatic reflection of consent in marketing campaigns. 

  • Ensuring GDPR compliance with Zeotap's consent orchestration: By aligning with the IAB Transparency and Consent Framework (TCF) v2.0, Zeotap's Consent Orchestration ensures businesses achieve complete regulatory compliance. We will explore the benefits of having universal guardrails in place, allowing marketers to activate at scale with minimal DPO oversight. 
  • Gaining a 360° view of customer consent: Zeotap's Consent Orchestration offers a unified and standardised view of customer consent across all data sources. This section will delve into the advantages of having a single view of customer consent. 
  • Delivering personalised customer experiences: Mapping granular consent and marketing preferences to communication channels enables businesses to optimise customer experiences at every touchpoint. We will discuss the significance of this personalised approach. 
  • Managed by marketing, no tech resource required: The user-friendly functionality of Zeotap's Consent Orchestration allows marketers to configure consent effortlessly without requiring technical expertise. This section will highlight the convenience of self-management by marketing teams. 
  • Keeping consent updated automatically: Customers' consent and marketing preferences are automatically updated in real-time, ensuring compliance and meeting customer expectations. We will emphasise the importance of this automatic update feature. 

Zeotap's Consent Orchestration feature emerges as a game-changer for marketers seeking to navigate the complexities of data consent and compliance. By streamlining consent processes, empowering marketers, and providing a privacy-first approach, Zeotap paves the way for businesses to confidently manage customer data while delivering exceptional personalised experiences.