Since your viewers can opt out of PII data at any time (e.g. via settings or other means), we must have our fingers on the “consent pulse” at all times.
Synamedia Clarissa’s data warehouse maintains a consent database to track the consent status of your viewers. This status is updated in real time with a simple API call that integrates with your subscriber management system.
As previously mentioned, when the viewer consents to targeting, it’s business as usual. But if that’s not the case, then Synamedia Clarissa receives the status-change message through an API and encrypts the PII data within the data warehouse via irreversible, “one-way hashing,” obscuring the data and preventing it from being used for targeting.
Downstream data consumers such as internal BI tools, applications, insights, and even third-party systems can receive either partially or fully obscured PII data depending on their needs. And all of this is securely managed by, and delivered from, Synamedia Clarissa’s data warehouse.
Your single source of truth for both data and consent, the data warehouse provides a consistent and privacy-compliant workflow to streamline the processing that downstream data consumers require.
