Tealium, a provider of a customer data platform (CDP) and data orchestration tools, has launched a new feature called Consent Integrations for Tealium iQ (TiQ), the company’s tag management solution. Offering plug-and-play integration capabilities with some of the world’s more prominent consent management platforms (CMPs), Consent Integrations supports global enterprises in delivering more personalized and trusted experiences.

CMPs offer multi-tiered privacy preference management capabilities, such as requesting and managing first-party data. Bob Page, senior vice president of product at Tealium, says brands need a stable and flexible customer data solution to support a consent framework that companies can easily use. He describes Consent Integrations as the only tag management solution that seamlessly integrates with leading CMPs to help brands honor consent and privacy preferences throughout the entire customer lifecycle. Among the market-leading CMPs that Tealium integrates with are those from Atlanta, Georgia-based OneTrust, French provider Didomi, and Usercentrics in Germany.

Alex Cash, director of strategy, consent, and preferences at OneTrust, extols the new Tealium feature, calling consent the new currency, and underscoring the need for every customer touchpoint to be founded in trust and transparency for meaningful, actionable consent to be collected. “Consent Integrations combined with OneTrust provides users with a whole new level of control and ease of use, ensuring consent and preferences are respected so they can build trust with consumers, meet regulatory requirements, and drive a culture of responsible data use,” Cash remarks.

Tealium executives note that the need for technology to help manage consumer privacy preferences becomes greater as global privacy regulations expand. For this reason, the company from the outset primed its tag management solution to facilitate data privacy and security management, paving the way for compliance when rigorous global privacy regulations were put into place.

San Diego, California-based Tealium connects customer data across web, mobile, offline, and IoT. The company’s solutions encompass tag management, an API hub, a CDP with machine learning, and data management products.

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