Today, most marketers rely on data collection to understand their consumers and reach the right target audience. Consumers are more likely to interact with a brand they feel a personal connection with. In order to give customers the personalized experience needed to encourage brand loyalty, brands rely on consumer data. Consumer data gives you a deeper understanding of who your audience is, what they’re shopping for, and what their preferences are.

However, data security is extremely important to protect consumer privacy. It is important for brands to remain CCPR and GDPR compliant in order to keep consumer data protected and secure.

Consumers are now hyper-aware of the protection and safety of their data. They want to ensure that the information they are volunteering is protected and contains some sort of benefit, such as a personalized brand experience. Ensuring that consumer information entered into a promotion is kept secure should be a top priority for all digital marketers.

Types of Data Collection

First-Party & Third-Party Data Collection is data that is collected through observation or input of a consumer’s online behavior. This includes everything from search history and transaction history to birthdays. By analyzing these consumer actions, brands are able to understand and segment their potential customers.

Taking data collection a step further, Zero-party data refers to consumer data that is intentionally and proactively shared with brands. This includes any information the consumer deliberately shares with the brand, such as purchase intentions, rather than information that is inferred. Brands are able to collect data through their relationships with customers that go beyond observation of the consumer. 

In efforts to acquire zero-party data, it is imperative to establish a direct relationship with consumers. In order to build a relationship, brands need to give consumers a reason to interact with the brand, such as sweepstakes and other digital promotions. This boosts consumer acquisition and brand interaction, allowing companies to develop a personal connection to their customers.


An important part of protecting consumer data is remaining compliant with the CCPA and GDPR.

The California Consumer Privacy Act is a bill passed by California to enhance the privacy rights and consumer protection of California residents. The CCPA applies to any business that collects data from California consumers. This act provides those consumers with the right to know what data is being collected about them and have control over their personal data.

An article on data security from CyberSaint Security establishes that “we can expect to see calls for mandated standards emerge in order to protect end users’ privacy and security. Two outcomes will start to take shape in the coming months and years. State governments will follow California’s lead.” As data security becomes increasingly important to consumers, states will begin to follow in California’s footsteps and establish legislation to protect private data.

The General Data Protection Regulation sets guidelines for the collection and processing of personal information from residents of the European Union. This law mandates that EU visitors must be given a number of data disclosures when entering any personal information.

At Realtime Media, we build our infrastructure to remain compliant with the CCPA and GDPR to protect the personal data of your consumers. Learn more about our data security.


It is important for brands to establish trust with users over their data and privacy in order to to get the most out of their consumers’ data.. When it comes to data collection, Realtime Media integrates with the tools you already use to to easily collect and analyze consumer data and insights.

Privacy matters to us and to your customers. We go beyond the industry standard for security and protection of digital promotions to ensure the privacy of your consumers’ data.

CCPA & GDPR compliant infrastructure and processes are built directly into our promotional backend and promotions process. Fraud mitigation and bot protection is at the core of our PromoPickTM codebase. Through the use of industry leading site structures, tools, and protocols, we ensure that winners are valid and fair participants.

With flexible support options and in-house teams for development, project management, consumer support, and fulfillment, Realtime Media is here to help launch your next digital promotion.