To comply with GDPR, BlueVenn is having to reimagine itself

For Consumer Data Platform BlueVenn, the upcoming General Data Protection Regulation (GDPR) means it has to think like a company that it’s not.

It must think like a company that interacts with consumers, since it provides a golden master of customer data records for its hundreds of client companies. That data is then employed to set up campaigns on its platform, which are then implemented through connections with external platforms like email service providers or ad networks.

But it doesn’t interact directly with consumers. If a client is a large insurance company, for instance, that insurance company is consumer-facing and has to obtain consumer consent for specific data uses, as required by GDPR. Since BlueVenn now needs to support those actions on the back end, it must think about how the insurance company goes about its daily business.

[Read the full article on MarTech Today.]