A Consent and Preference Management platform can support businesses in meeting privacy legislation requirements and managing data.
But not all platforms are created equal. Some platforms can help you go beyond compliance to centralize data and unlock new insights.
When choosing between vendors, as with any software platform, there are pros and cons to all, with your own unique business needs driving the selection process.
Consent and preference management can vary in complexity – smaller businesses and start-ups just need simple solutions, whereas larger enterprises require much more advanced configurations.
So, whilst many vendors hold the title of a ‘Consent Management Platform‘, they’re not necessarily offering the same features and functionality.
Before we compare the most recommended Consent and Preference Management platforms by Gartner, a few key considerations…
- What is a Consent and Preference Management (CPM) platform
- Difference between cookies and consent
- Acronyms to be aware of
- 13 top Consent and Preference Management platforms comparison
What is a Consent and Preference Management (CPM) platform
A Consent and Preference Management Platform – often referred to as CPM or CMP – supports organizations in collecting, matching and honoring end-user choices about their data. Obtaining valid and explicit consent before collecting personal data is a requirement of key legislations such as GDPR and CCPA.
Without this consent, organizations cannot send compliant communications or campaigns, as well as having limited insight into the preferred type or topics, leading to lower engagement and conversions.
Consent and preference data can include, but isn’t limited to: cookies, personal info, device IDs, IP addresses, email addresses, phone numbers, account IDs, names and loyalty numbers.
Difference between cookies and consent
It’s important when considering consent management vendors, what it is your business means by consent. Many organizations use the term ‘Consent’ when considering just cookie management. Whilst this is a key component of consent, there are much broader definitions that come into play.
Cookie management and consent management have overlaps but the two need to be carefully considered; a cookie management platform will likely be unable to handle the broader complexities of consent management, whilst a consent management platform is usually able to do both.
Some vendors call themselves ‘Consent Management Platforms’ but only handle cookies or have disjointed functionality to combine both cookie consent and broader consent attached to personal information. If your business requires more substantial implementation, it’s vital that you consider your requirements and internal definitions of consent before making a selection.
Acronyms to be aware of
- CPM: Consent and Preference Management
- CMP: Consent Management Platform
- CPMP: Consent and Preference Management Platform
- UCPM: Universal Consent and Preference Management
Download the Gartner® Market Guide for Consent and Preference Management for a full comparison of all vendors.
13 top Consent and Preference Management platforms comparison
1. Syrenis – Cassie
Best for: Enterprises with complex data requiring advanced and bespoke consent management configurations.
Overview: Syrenis is the company behind Cassie: a highly configurable Consent and Preference Management platform developed to solve sophisticated enterprise requirements when it comes to data privacy. Cassie focuses on consent to deliver industry-leading technology that moves beyond compliance. Built around 4 key service categories of collect, match, harmonize and honor, the API-first platform centralizes consent across all integrated systems to distribute changes in real time, enabling compliance and unlocking data utilization at scale. Often chosen by global brands that want to do more with the data they collect and drive innovation.
2. BigID
Best for: Companies looking for a data-centric approach to privacy protection with deep data discovery capabilities.
Overview: BigID offers a machine learning (ML) graph-based technology that correlates data knowledge with individual subjects or related data. It includes modular apps across privacy, security, and governance, such as consent governance and cookie management apps. The platform is central to security and risk management leaders who want to automate a holistic privacy program. However, the complexity of its features might require a steep learning curve.
3. Commanders Act
Best for: Organizations needing real-time consent management across multiple channels and devices.
Overview: Commanders Act’s Trust Commander centralizes and automates the management of individual consent and preferences in real time. It includes tag management capabilities to support user preferences on websites and prevent unauthorized tracking. Trust Commander can integrate with other tag management solutions, making it versatile but potentially complex to integrate with existing systems.
4. Didomi
Best for: Smaller businesses seeking a scalable and customizable consent and preference management platform.
Overview: Didomi specializes in CPM and offers a streamlined platform with customizable user interfaces powered by advanced enterprise technology. It supports web, mobile, AMP, and CTV SDKs, and includes a plug-and-play compliance module with automated web scanning. The platform’s strong developer focus allows for customized experiences, but it may require significant technical expertise.
5. Ketch
Best for: Companies needing a multichannel, cross-device consent and preference management solution.
Overview: Ketch’s Data Permissioning Platform simplifies privacy operations and mobilizes responsibly gathered data for AI-driven initiatives. It includes a permit vault for storing consent and permitted use, with instant lookback and total recall for auditability and reporting. The platform’s comprehensive features may be overwhelming for smaller organizations.
6. LuxTrust
Best for: European organizations concerned with data residency and sovereignty.
Overview: LuxTrust’s IDKEEP platform supports key roles with purpose-built interfaces for DPOs, marketing teams, and IT teams. It facilitates personal data sharing with a user-centric consent collection process and is exclusively European-owned, run, and hosted. This focus on European data residency may limit its appeal outside the region.
7. OneTrust
Best for: Organizations with large budgets looking for a comprehensive suite of privacy and data governance capabilities.
Overview: OneTrust offers a suite of modules for capturing consent and preferences through various channels, centralizing the data in one location. It supports automated workflows and out-of-the-box integrations with marketing and data platforms. The platform’s extensive features may be more than what smaller organizations need. Some businesses also find it difficult to customer support and struggle with inflexible data configurations.
Consent Management is just one part of their range, which means you’re buying into a much bigger platform with very varied functionality. Inevitably this means it can cost a significant amount to select all the products you’d require to cover your entire suite. It also means that Consent and Preference Management specifically isn’t necessarily their core focus when it comes to product development.
8. Osano
Best for: Businesses needing a comprehensive CPM platform with a focus on privacy compliance.
Overview: Osano provides a data privacy compliance platform that helps businesses comply with privacy regulations in over 50 countries. It includes comprehensive CPM capabilities and a suite of privacy-focused modules. The platform’s broad compliance focus may be overwhelming for organizations with simpler needs.
9. PossibleNOW
Best for: Companies requiring a unified approach to managing consents and preferences across all touchpoints.
Overview: PossibleNOW’s MyPreferences captures purpose-specific consent via tailored notices and puts it into effect across all interactions. It includes an Experience API, global consent and preference repository management, and built-in audit and change logging. The platform’s extensive integrations may require significant setup.
10. PrivacyCheq
Best for: Organizations needing a simple and understandable consent management solution.
Overview: PrivacyCheq’s ConsentCheq focuses on recording and managing individual consent with a single source of truth. It includes a self-service portal for individuals to request consent history and a parental dashboard for managing minors’ consent. The platform’s simplicity may limit its appeal for more complex use cases.
11. PRIVO
Best for: Organizations handling complex use cases of delegated consent, especially for children and minors.
Overview: PRIVO offers a dedicated identity and consent management platform for children and minors, with capabilities such as age verification and parent-child relationship association. It includes PRIVO iD, a single sign-on credential. The platform’s focus on children may limit its applicability for other use cases.
12. Securiti
Best for: Companies needing a dynamic and customizable consent management solution.
Overview: Securiti’s UCPM offering captures and synchronizes consents dynamically, with full customization and workflow automation. It supports numerous stakeholders focused on privacy and a comprehensive privacy UX. The platform’s extensive customization options may require significant technical expertise.
13. Tealium
Best for: Organizations needing a centralized data hub for managing consent and preferences across all interaction points.
Overview: Tealium’s Customer Data Hub centralizes data about individuals and reconciles consent and preferences across devices. It supports self-service portals for individuals to manage their choices and permissions. The platform’s extensive data management capabilities may require significant setup.
Exclusive access to Gartner Market Guide for Consent Management
To help you make an informed decision, we are pleased to offer exclusive access to the Gartner Market Guide for Consent Management, helping privacy, security and risk management leaders navigate the market for universal consent and preference management capabilities. The guide provides expert market definition, direction and analysis.
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