Trust Centers vs CMPs: Which Tool is Right for You?
The Differences Between Consent Management Platforms (CMPs), Preference Centers, and Trust Centers
What’s the difference between consent management platforms (CMPs), preference centers, and trust centers? If you’re a marketer, publisher, or advertiser looking to build trust with your customers and ensure compliance with global privacy regulations, you’ve likely come across at least one of these terms.
As you aim to protect customers’ data and respect their privacy while also ensuring you meet your own goals, these software platforms can be essential tools. But which one is the best fit for your needs? In this blog, we break down the key differences and outline several What consideration points.
What is a Consent Management Platform (CMP)?
Consent Management Platforms are probably the easiest software solution to understand. They do exactly what their name says. CMPs provide a user interface and back-end integrations that allow individuals to manage their consent settings, and then have those settings enforced.
Most commonly, the term Consent Management Platforms is used for cookie banners – those banners that you see on every website. Yes, they are CMPs! CMPs directly address specific regulations. Most commonly, these will include PECR (E-privacy Directive), GDPR, and CCPA.
Consideration points when selecting and implementing a CMP:
- The ability to automate compliance. In other words, provide the correct consent models based on jurisdiction, such as opt-in for GDPR and opt-out for CCPA—all in real-time.
- Scalability. You want to ask, “Can this CMP meet my traffic needs? Can I set one set of rules across all of my digital properties?”
- Cross-device/domain consent
- Single time deployment
- UI customization to ensure an on-brand experience
What is a Preference Center?
A preference center should also be a compliance enabler and capture required regulatory consent. But it has additional capabilities beyond this.
If we think about email marketing as a regulatory consent requirement under GDPR, a CMP will most likely provide a binary option for consent at the email marketing level. However, this provides no means for individuals to control and personalize their experience with your brand.
Preference Centers allow you to take the required consent AND offer increased personalization options such as frequency of communication and choice of relevant topics and or materials. This is a big win for marketers looking to provide a personalized experience for their audience.
By providing this level of personalization and control you will also find that your opt-out rates are reduced by as much as 20% as consumers choose to utilize these options thereby opt-ing down rather than out while at the same time increasing your conversion rates as consumers receive content that they have requested rather than content that has been inferred or assumed.
Consideration points when selecting and implementing a Preference Center:
- Highly configurable and customizable consent and preference options
- Flexible data model
- Robotic process automation for integrations: CRM, email marketing, lead gen etc.
- Full API suite
- Omni-channel capturing of data
- Choice across identity verification: SMS OTP, Email, CIAM
- Ability to capture first-party and zero-party data – especially as third-party cookies become depreciated
What is a Trust Center?
Trust Centers, like Preference Centers, take on all these capabilities but include additional functionality.
Trust Centers provide a one-stop hub for customers to see and manage all of their consent, preferences, and the wider data that the company holds on them. Additionally, they can access any relevant policies, notices, and terms and conditions. From here, they can exercise consumer and data subject rights requests.
As well as providing the one-stop, self-serve hub for all things related to personalization and privacy, Trust Centers provide businesses an opportunity to demonstrate the commitments and investments they are making in order to protect their customers’ data.
Trust Centers ultimately afford a company a way to easily build and manage all elements of trust with their customers.
Consideration points when selecting and implementing a Trust Center:
- Integrated Policy and Notice management that is version controlled
- Fully customizable UI ‘What You See Is What You Get’ editor and option for Build Your Own
- Schema Only – to build your own front-end
- Integrated DSAR and wider regulatory capabilities such as CCPA Opt-Out of Sale
- Semi and fully automated fulfillment
- Customer data and profile management capabilities
Customers are increasingly interested in data privacy, and you have an opportunity to prove you have their best interests in mind. With a strong consent and preference management strategy, you can provide a more secure and personalized experience for your customer—while also ensuring compliance with global privacy regulations.
Still unsure which solution is right for you? Connect with a OneTrust expert to learn more about the differences between Consent Management Platforms, Preference Centers, and Trust Centers—and which solution best fits your needs.