A data protection impact assessment (DPIA), also called a privacy impact assessment (PIA), evaluates a proposed processing activity or technology for privacy risks and mitigation needs. It helps marketing teams adopt new tools while aligning data practices with organizational privacy principles and regulatory requirements. section 2.4
A practical assessment connects technology decisions to ongoing governance:
- Evaluate the privacy and security features of marketing technologies and vendors against defined organizational criteria. section 2.4
- Vet, configure, and monitor new technologies with input from IT, legal, and privacy teams. section 2.4
- Reinforce assessment decisions through training on privacy best practices and responsible data use. section 2.4
Assessing a new marketing technology
Before adding a privacy-enhancing technology, a marketing organization assesses potential privacy risks, checks the vendor’s safeguards, confirms alignment with privacy principles and regulatory requirements, and establishes monitoring responsibilities. section 2.4
