New Data Erasure Tool Helps Brands Comply With Privacy Rules, Firm Says

mParticle has added a new data-deletion feature to its Data Subject Rights (DSR) toolkit. 

The offering, DSR Forwarding, enables brands to automatically forward erasure requests to supported outputs and avoid time-consuming manual effort, the company says. 

Speed is critical because firms have a month to delete data under GDPR and 45 days under CCPA/CPRA rules.

mParticle seeks to act “as a central point of data collection and syndication of data within a brand’s stack and therefore can help brands solve the data integration related challenge of federating data subject requests between platforms,” says James Fang, vice president of product marketing, mParticle. 

Now available in beta, the new forwarding feature allows requests to be simultaneously forwarded to a library of pre-built integrations, including Amplitude, Blueshift, Braze and Kochava, the firm claims. The “off-the-shelf” solution frees up engineering time, it adds. 

mParticle’s Data Subject Request tools help customer service and compliance teams initiate erasure requests from the firm’s dashboard, or programmatically via API, the firm says.



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