5 problems with legacy Consent Management Platforms

Legacy tech is a well-known threat to operational enterprises. Sometimes, a platform is so well embedded into other systems that it’s impossible to unplug, even if it’s actually useless. But sometimes outdated legacy systems and technologies are actively causing problems and holding companies back from better processes and innovations.

Consent Management Platforms are no different.

Whilst still a fairly new industry, there have been rapid advancements in technology and capabilities. It might seem impossible to move away from some systems due to the nature of the data they hold; but it can be easier to migrate platforms than you might think, with data secured and stored so that you don’t lose anything vital.

Do you feel like your consent management platform isn’t working hard enough? Read on for five of the biggest problems you might not realize are having a negative impact on your business…

• Built to meet GDPR but not future proof
• Incomplete, slow or static data transfers
• Limited coverage
• Limited configuration
• Frankenstein solutions
• Bonus – the cost factor

1. Built to meet GDPR but not future proof

When the General Data Protection Regulation (GDPR) was introduced, many consent management platforms were developed specifically to address its requirements. A lot of organizations also built their own in-house solutions. More often than not, they were, quite literally, ticking a box when it came to managing consent.

While this was a significant step forward, these platforms often struggle to keep up with new and emerging legislation as well as technology and innovation like AI. Unsurprisingly, brands want to do more with the data they collect. But they want to remain respectful to user privacy and stay on the right side of the law. A consent management platform shouldn’t hold you back from being able enhance experiences and improve conversion through understanding your users preferences.

2. Incomplete, slow or static data transfers

Older consent tools often offer slow processing times and static cookie scans, which can lead to inconsistencies. For accurate compliance, you need to know that consent data is being distributed across downstream systems in as near to real time as possible. So that at any given point, a marketer can hit send on a campaign, or a regulator can check the log to prove compliance. Fundamentally, the faster you can get accurate data across your tech stack, the faster you can hit the ground running to operate more efficiently and ultimately generate improved ROI.

Gaps or inaccuracies in consent data can also make it very difficult to process data subject requests, which adds even more waste to an already expensive and often manual process. Automated DSARs with comprehensive audit trails and access to all systems means you can be confident that the request has been fully actioned wherever their data is found.

3. Limited coverage

Many older consent management systems were designed with a narrow focus, often limited to specific regions or types of data. This limited coverage can be problematic for organizations operating in multiple jurisdictions or handling diverse data sets.

Without comprehensive coverage, organizations may struggle to manage consent across all their operations, leading to inconsistencies and potential compliance issues. A ‘copy paste’ approach to consent management simply won’t work anymore, especially with so many new legislations coming into enforcement around the world. If your privacy program hasn’t evolved since GDPR, you need to re-consider.

4. Limited configuration

Flexibility is crucial in consent management, as different organizations have unique requirements and workflows. Unfortunately, legacy platforms often offer limited configuration options, making it challenging to adapt the system to specific needs. This lack of flexibility can result in inefficient processes and increased administrative burden, as organizations may need to rely on manual workarounds to achieve their goals.

Some of the most widely used consent management platforms have very limited functionality when it comes to things like matching and grouping of profiles. More advanced technology, like Cassie, is able to match data subjects on multiple identifiers and provide multiple personas for a single record to enable more complex configuration.

5. Frankenstein solutions

Over time, many legacy consent management platforms have evolved into “Frankenstein” solutions, with various modules and features bolted on to address new requirements across the broader requirements of privacy and compliance, like data mapping or third-party risk management.

In an ideal world, one single platform to manage different but related areas within privacy would be great. However, the reality is it can dilute the strength of the consent management tools. It often leads to a disjointed and cumbersome system that is difficult to use and maintain, with no single record for consistency. And ultimately, you’re always going to be pushing this data across a much broader tech stack, so why not choose the best-in-breed rather than jack-of-all-trades?

A more integrated and streamlined solution is needed to ensure efficient and effective consent management. Cassie is built from the ground up to manage consent, shaped around the needs of our enterprise customers.

6. Bonus – the cost factor

We hear it time and again: many businesses are lured in by low-cost contracts only to find huge price increases when it comes to contract renewal a few years later. The initial low cost may seem attractive, but the long-term financial implications can be detrimental, making it essential to carefully evaluate the total cost of ownership when selecting a consent management platform.