Consent vs Preference

Although the terms "consent management" and "preference management" are often used interchangeably, they are distinct and both are critical for building a privacy-first brand that consumers can trust.

Consent management is about the legal side of things. It's the process of informing users about how their personal data will be used and, when required by law, getting their explicit permission. This is most often needed for specific purposes like targeted advertising or marketing activities.

Preference management, on the other hand, is about giving users control over how and when they are contacted. It allows them to customize their experience with your brand, such as choosing how often they receive emails or what topics they are interested in.

Example

• Imagine a user signs up on your website.
• They agree to let you use their data for personalized ads and to send them marketing emails. This is consent management.
• Then, they go to their profile settings and choose to receive your newsletter only once a month and only about new product releases. This is preference management.

For a truly seamless and trustworthy user experience, it's best to use a single platform that handles both consent and preference management together. This ensures a unified and consistent experience for your users.