As data privacy laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) continue to change the way businesses operate, privacy is a paramount concern for users and companies alike. Businesses are seeking innovative solutions to manage user consent and user data responsibly. Here at Branch, we are excited to announce our latest groundbreaking feature, Consumer Protection Preferences (CPP), to transform the way our customers are empowered to handle their user data.
What is CPP?
CPP sets itself apart by giving our customers greater control over their user data with nuanced privacy options. Unlike other traditional models that offer a binary choice of “enable or disable” for tracking, CPP provides enhanced flexibility and two new additional choices for managing data retention and access controls in addition to “tracking enabled” and “tracking disabled”:
- Privacy attribution: In this option, non-paid marketing channels have complete coverage; however, Branch conducts paid ads attribution through privacy advertising frameworks such as Apple’s AdAttributionKit and SKAdNetwork (SKAN). Events are not forwarded to any ad partner for attribution or retargeting.
- Analytics-only mode: For those who want accurate event counts and conversion metrics but don’t want those users to be considered for any marketing channel attribution, you can choose this option. Analytics-only will include device IDs, but data to and from privacy advertising frameworks are excluded.
Why CPP matters
As the advertising landscape shifts, being compliant with privacy regulations is not just a preference; it’s a necessity. CPP empowers companies, especially those that are leaders in their industries and are particularly cautious about user data, by offering them a robust, flexible way to manage data consent. With more options at their disposal, businesses can align their practices with the growing demands for privacy while still harnessing the benefits of data analytics.
Competitive advantage
By adopting CPP, businesses can differentiate themselves in a crowded market, prove their commitment to user privacy, and make sure user data is handled with the highest level of care and precision.
“The privacy landscape is ever-changing and incredibly complex. Our customers demand flexibility for their specific requirements and with CPP, they can embrace a flexible framework to provide their users leading trust and transparency. Branch is committed to helping customers offer class-leading privacy solutions without adding complexity or impairing the ability to operate their business.” — Adam Landis, Head of Growth at Branch
With the introduction of CPP, we are excited to offer our customers unmatched flexibility and control over user data, tailored to meet the demands of an increasingly privacy-focused and evolving advertising landscape. CPP is not just a product feature — it’s a commitment to empowering our customers and setting new standards in privacy management. We believe this will lead to transformative results and help you thrive in the future of advertising.
To learn more about CPP and enable it yourself, we encourage you to reach out to your Account Management team or visit our help documentation.