mParticle Adds Automated Data Delete Request Feature

In the US, customer data platform mParticle has launched a tool to help companies automatically respond to data deletion requests.

New York-based mParticle is used by mobile app developers to collect, organize and synchronize data from mobile web and apps; and design and run personalization campaigns. Its new Data Subject Rights Forwarding feature has been developed to help clients comply with regulations such as Europe's GDPR, California's CCPA / CPRA and Brazil's LGPD, under which companies must handle data subject requests within enforceable deadlines. For example, when a user initiates a deletion request, a company only has a month to comply under the GDPR and 45 days under the CCPA / CPRA rules.

Customer service and compliance teams using the tool can initiate access, portability and erasure requests from the mParticle dashboard or programmatically via API. James Fang (pictured), VP of Product Marketing, comments: 'Solving data privacy and governance challenges has been a core tenant of the mParticle platform since inception. Our platform acts 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'.

Web site: www.mparticle.com .