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October 12, 2023
Data compliance is a critical topic for companies managing user consent and tracking preferences. Failure to honor user preferences can mean violation of regulations, and in some cases, fines that total tens or hundreds of millions of dollars.
As any data team knows, navigating multiple data stores and integrations across multiple regulatory environments is a complex challenge.
Today, RudderStack is announcing the User Suppression API, which simplifies compliance by automating user preference updates across the entire stack.
The challenge of honoring user preferences
The modern user journey is complex, often spanning multiple data sources and flowing downstream into dozens of integrations, from the data warehouse to marketing and product tools. This fragmentation creates multiple challenges when the need to update user's preferences arises.
Suppressing data collection across multiple sources - keeping track of unique identifiers and lineage across multiple disparate sources makes suppressing tracking for a given user a complex process that often involves code updates in multiple systems.
Deletion of customer data across multiple tools - when a user requests that their data be deleted, companies often have to manually delete data from various systems, one by one. This process is time-consuming and error-prone.
Maintaining a central, historical record of opt-outs - data teams need to keep a record of all user preference updates to ensure that they can suppress data coming from new data sources.
To stay compliant, data teams often cobble together multiple vendor solutions with in-house customizations. To make things even more challenging, compliance regulations themselves are constantly changing, meaning the system needs constant attention.
Centralizing user preference management with the User Suppression API
RudderStack’s User Suppression API simplifies the process of honoring user preferences. With a single endpoint, you can suppress collection across multiple data sources and delete user information from multiple destinations.
The User Suppression API is exactly what we needed to simplify requests to update user preferences. We use this API to ensure compliance across our stack, from Braze to Snowflake, which makes our lives easier.
—Wei Zhou, Director of Data Engineering at Wyze
Suppressing data collection across multiple sources
If a user updates their preferences to opt out of tracking, you can use the User Suppression API to create a suppression rule. That regulation will automatically stop tracking user data across all data sources.
Deleting user data across multiple destinations
If a user requests to be forgotten (i.e., that their data be deleted), you can use the User Suppression API to create a suppress and delete rule. When implemented, the API will automatically delete user data from downstream tools like Amplitude, Braze, and Redis, significantly simplifying the process of honoring deletion requests.
Director of Product