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1 | Copyright © 2019 OneTrust LLC
Consent and
Personalization in the
Age of Privacy
Neil Tolbert, Privacy and Marketing Consultant, OneTrust

01
02
03
What We’ll Cover
Consent & Preference Management in the Privacy and
Marketing Landscape
Putting Consent and Personalization into Action
OneTrust PreferenceChoice Overview

4 | Copyright © 2019 OneTrust LLC4 | Copyright © 2019 OneTrust LLC
Consent and Preferences in the
Privacy and Marketing Landscape

U.S. State Law Tracker
22
Proposed or Passed

The Global Privacy Landscape

Opposing Forces
Marketing
Personalization
Leads
Opt-ins
Sign-Ups
Targeted Advertising
Tracking Users
Brand Appeal
Trust
Engagement
GDPR
CCPA
LGPD
CASL
Consumer Rights
Data Minimization
Consent Receipts
Risk Management
Compliance Reports
Privacy and Security
Customers
How to drive engaging user experiences and respect consumers privacy to demonstrate compliance?

The Privacy Landscape – What is Consent?
• Consent must be freely given, specific, informed
and unambiguous
• Opt-In Consent where consent is required (only for
minors in CCPA)
• Recital 43 - must get separate consent for each
data processing operation
• Additional protections for Sensitive Personal Data
• As easy to withdraw consent as it was to obtain
consent
• Opt-out of processing data for marketing purposes.
• Personal Data includes data about devices and
households
• Right to Object/Opt-Out only covers the sale of
personal information
• Access rights are broader (no exception due to
disclosure implicating privacy interests of a third
party)
Only in GDPR Only in CCPA

Collect Granular Types of Consent and Preferences
COMMUNICATION METHODS
Types of Content (Promotions, Product, etc)
Frequency of Communications (Daily, Weekly, etc)
Channels (SMS, Email, Phone, etc)
REGULATED CONSENT
CCPA, TCPA, CASL, GDPR
Cookies, Tracking Technologies, Location Tracking,
Data Sharing, Email and SMS Communications
EXPERIENTIAL PREFERENCES
User Preferences to Optimize an Experience
Food and Beverage Preferences, Seat Selection,
Partner Engagement, Day and Time Preference

Putting Consent and
Personalization into Action

Hi Amy, welcome back.
Powered by OneTrust PreferenceChoice
Preferences User Profile Privacy Rights
Policies &Terms Cookies Settings Trust Center
Communication | Experiential | History
Website | App | Other

Preferences
User Profile
Privacy Rights
Policies & Terms
Cookie Settings
Trust
Experiential Preferences
Dietary
Travel
T-Shirt Size
+
+
+
Communication Preferences Phone Email SMS
Product Updates
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
MonthlyWeekly
View Sample Email
Frequency
Account Support
Promotions
View Sample Email
Frequency WeeklyDaily Monthly
Consent History
August 23, 2019
Changed Frequency for Promotions from Monthly to Weekly
July 10, 2019
Opted into Monthly Product Updates
See all History

AmyThomas
Change Picture
Account Details
Email
amy.thomas@gmail.com
Created Date
October 2016
Personal Details
Home Address
535 Mission Street, Unit 213
San Francisco, CA 94133
United States
Phone
(1) 404.557.1234
Birthday
July 23
To edit your birthday, submit a data update request.
Preferences
User Profile
Privacy Rights
Policies &Terms
Cookie Settings
Trust

Your Privacy Rights
Information Data Access
Do Not Sell Data Deletion
Update Data
Unsubscribe
Based on home address in CA, Unites States Edit Profile
What type of request do you want to submit?
My Requests
Please complete this form to submit a consumer request and our team
will respond as soon as possible.
Any additional details regarding your request?
Preferences
User Profile
Privacy Rights
Policies &Terms
Cookie Settings
Trust
SUBMIT
August 23, 2019
Submitted request to update data.
See Request Details
July 20, 2019
Submitted Do Not Sell request.
Status
See Request Details
PENDING
COMPLETED

Preferences
User Profile
Privacy Notice
Cookie Notice
Data Security
Third-Party Processors
Terms
Terms of Service
Accepted July 25, 2019
Technical Support
Data Processing Agreement
Questions?
Contact our DPO.
Privacy Rights
Policies &Terms
Cookie Settings
Trust
Last Updated LastViewed
March 1, 2019
March 1, 2019
March 1, 2019
March 1, 2019
August 1, 2019
August 1, 2019
August 1, 2019
June 20, 2019
June 20, 2019
NoViews
NoViews
July 25, 2019
NoViews
NoViews
Policies
United States Core ProductChange Country Change Product Line

Preferences
User Profile
Privacy Rights
Policies &Terms
Cookie Settings
Trust
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site
usage, and assist in our marketing efforts. Cookie Notice
Accept All Cookies Customize Settings x
Your Privacy Matters
When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your
preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a
more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category
headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we
are able to offer. More information
Manage Cookie Settings
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only
set in response to actions made by you which amount to a request for services, such as setting your privacy preferences,
logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the
site will not then work. These cookies do not store any personally identifiable information.
x
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalization. They may be set by us or by
third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of
these services may not function properly. Opted in on August 23, 2019
Always Active
Targeting Cookies
These cookies may be set through oursite by our advertising partners. They may be used by those companies to build a
profile of your interests and show you relevant adverts on other sites. They do not store directly personal information,
but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will
experience less targeted advertising.
Accept All Cookies
Confirm Settings
Opted out on August 23, 2019

Preferences
User Profile
Privacy Rights
Policies &Terms
Cookie Settings
Trust
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Read our Privacy Notice.
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Quick Answers
What information do you collect about me and why?
Who do you share my information with and why?
Transparency Integrity Confidentiality
Our Compliance Program
Our Privacy Principles

MARKETING PREFERENCES
Unified End User Preference Center
COOKIE COMPLIANCE
Website Scanning & Consent
MOBILE APP CONSENT
App Scanning & Consent
CONSUMER & SUBJECT REQUESTS
+ TARGETED DATA DISCOVERY
POLICIES, NOTICES & DISCLOSURES
Centrally Host, Track & Update
CONSENT MANAGEMENT
Collect, Manage & Sync Valid Consent

Visit Our Booth!
To learn how to streamline CCPA
& GDPR into your consent and
preference management
workflows
@OneTrust | preferencechoice.com | info@onetrust.com

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