In digital marketing, trust is everything. With growing privacy concerns and tighter regulations, consumers expect companies to be more open about how their personal data is used. This has led to the rise of consent data—data that users intentionally and knowingly share with brands.
This article explores what consent data is, why it’s essential in digital marketing, how businesses can collect and use it responsibly, and the tools that help manage it. We’ll also look at how the decline of third-party cookies is making consent data more valuable than ever.
What Is Consent Data?
Consent data refers to any personal information a user willingly provides after being fully informed and giving clear permission. It differs from other data types because it’s based on transparency and choice.
Examples of consent data include:
- Name and email entered into a newsletter form
- User-selected preferences in a survey or app
- Acceptance of cookies via a consent banner
This form of data is a pillar of ethical marketing and privacy compliance.
Why Consent Data Matters
1. Trust and Transparency
Consumers are paying more attention to how their data is used. In Cisco’s 2023 Data Privacy Benchmark Study, 94% of consumers said they wouldn’t buy from a company if their data wasn’t properly protected (Cisco, 2023). Consent data offers a transparent way for companies to show respect for user privacy.
2. Compliance With Global Regulations
Consent is a legal requirement in many regions. Under the General Data Protection Regulation (GDPR), organisations must obtain clear, affirmative consent before collecting data (European Commission, 2024). Similarly, the California Consumer Privacy Act (CCPA) gives users the right to know and control how their data is used.
Non-compliance comes at a cost. For example, Amazon was fined €746 million in 2021 under GDPR for data violations (CNIL, 2021).
3. Better Data Quality
Unlike third-party data, which is often bought and less reliable, consent data is highly accurate and relevant. Deloitte found that email campaigns based on consent had 40% higher open rates and 50% higher click-through rates compared to general lists (Deloitte, 2023).
How Consent Data Is Collected
✅ Cookie Consent Banners
Websites use cookie banners to ask visitors for permission to track their behavior. Tools like Cookiebot and OneTrust make it easy to set up GDPR- and CCPA-compliant banners.
✅ Opt-In Forms
Forms for downloads, newsletters, or events often include a consent checkbox with a statement like: “I agree to receive marketing emails.” This is considered valid consent if the checkbox is unchecked by default and clearly explained.
✅ Preference Centers
Some companies offer a user dashboard to manage marketing preferences. Salesforce Marketing Cloud includes features that allow users to control what kind of messages they receive.
✅ Interactive Surveys and Polls
Surveys help collect zero-party and consent data directly from users. Platforms like Typeform and Google Forms are useful here.
Consent Data vs. Other Types of Data
| Type | Definition | Requires Consent? |
| First-party data | Data from user behavior on your own site | Not always |
| Zero-party data | Data a user intentionally shares (e.g., preferences) | Yes |
| Third-party data | Data collected from external websites and sources | No (but now restricted) |
| Consent data | Data collected with clear user consent | Yes |
With the deprecation of third-party cookies by 2025, marketers must focus more on first-party and consent-based strategies (Google, 2024).
Benefits of Using Consent Data
⭐ Stronger Customer Relationships
When users willingly share their data, they expect a fair exchange. This builds loyalty.
⭐ More Personalised Marketing
If someone tells you they love travel deals, you can send them exactly that—improving engagement and conversions.
⭐ Reduced Legal Risk
Using consent data reduces the chance of breaking privacy laws. It provides proof that the user agreed to receive content or share data.
⭐ Better Data for Automation
Consent data can be integrated with CRMs or CDPs like HubSpot or Segment, helping automate personalised campaigns.
Challenges with Consent Data
⚠️ Regulatory Complexity
Laws differ by region. GDPR, CCPA, LGPD (Brazil), and POPIA (South Africa) all have unique requirements. Companies must ensure they comply with all relevant laws.
⚠️ User Fatigue
Too many popups or long forms can annoy users. The solution is simple, user-friendly consent experiences.
⚠️ Data Silos
Consent data must be integrated across systems (ads, CRM, email) to be useful. Without a unified approach, valuable data may go unused.
Best Practices for Consent Data Management
✔️ Use Plain Language
Avoid confusing legal language. Say: “We use cookies to improve your experience” instead of “We process your personal data for enhanced UX.”
✔️ Give Options
Let users choose what they want. Example: separate checkboxes for newsletters, promotions, and product updates.
✔️ Allow Easy Withdrawal
Provide clear unsubscribe buttons and let users change their minds at any time.
✔️ Keep Consent Logs
Use tools like Mailchimp or HubSpot to store consent data and opt-in timestamps. This is crucial during audits.
Helpful Tools for Managing Consent Data
| Tool | Function | Link |
| Cookiebot | Cookie consent and compliance tool | cookiebot.com |
| OneTrust | Enterprise privacy and consent solution | onetrust.com |
| Segment | Data integration and personalisation | segment.com |
| HubSpot | CRM and consent tracking | hubspot.com |
| Mailchimp | Email marketing and opt-in list management | mailchimp.com |
| Termly | Privacy policy and T&C generators | termly.io |
Future of Consent-Based Marketing
Big tech players are adapting. Apple’s App Tracking Transparency (ATT) requires users to opt in to ad tracking (Apple, 2023). Google’s Privacy Sandbox will replace third-party cookies with privacy-preserving APIs by 2025 (Google, 2024).
In this future, consent data is king. Brands that gain trust will be better positioned to create meaningful, compliant, and successful campaigns.
Note
Consent data is more than a legal necessity—it’s a competitive advantage. It helps companies connect with their audience in a respectful and personalised way. As consumers demand more control over their data and regulators raise the bar, consent data will shape the future of digital marketing.
Marketers should embrace consent-first strategies now to build trust, engagement, and long-term growth. Because in the privacy-first future, consent isn’t optional—it’s essential.
More Read
References
Apple. (2023). App Tracking Transparency. Retrieved from https://www.apple.com/privacy/
Cisco. (2023). 2023 Data Privacy Benchmark Study. Retrieved from https://www.cisco.com/c/en/us/about/trust-center/data-privacy.html
CNIL. (2021). Amazon fined €746 million by the CNIL. Retrieved from https://www.cnil.fr/en
Deloitte. (2023). 2023 Digital Consumer Trends. Retrieved from https://www2.deloitte.com
European Commission. (2024). Data Protection in the EU. Retrieved from https://commission.europa.eu/law/law-topic/data-protection_en
Google. (2024). The Privacy Sandbox. Retrieved from https://privacysandbox.com
Termly. (2024). Consent Management Guide. Retrieved from https://termly.io/resources/articles/consent-management/
