Introduction to Privacy Service

Delivering better, more personalized experiences for your customers often involves collecting and storing their personal data. When using this data, it’s important to understand and respect the privacy rights of your customers. New legal and organizational regulations are giving users the right to access or delete their personal data on request. In this video, we’re going to introduce Adobe Experience Platform Privacy Service and how it works to honor customer privacy requests for the data you store in Adobe Experience Cloud Products. Privacy Service was initially developed in response to the General Data Protection Regulation, or GDPR, which introduced several new data privacy rights for members of the European economic area. This includes the right to access and the right to be forgotten. This means that customers from the EEA can request to access or delete any personal data collected or processed by your business at any time. If a business does not fulfill the request within a defined compliance window, that business can be subject to hefty fines and penalties. Similar rights have been introduced by other regulations in different jurisdictions including California, Brazil, New Zealand, and Thailand, with more legislation on the way. These different regulations have varying requirements in terms of compliance windows, minimum age of consent, and more. If you’re collecting personal data from customers on multiple channels and storing various forms across different Experience Cloud applications, it can quickly become difficult to fulfill and monitor privacy requests across these evolving regulations. This is where Privacy Service comes in. Built on Adobe Experience Platform, Privacy Service provides a user interface and API that allow you to create, process, and monitor privacy requests for supported Experience Cloud applications. When a customer interacts with your application, that data is collected and stored in various Experience Cloud products. When that customer requests to access or delete their stored personal data, you can set up protocols to send a request to Privacy Service instead of making complicated, expensive data operations on each of your Experience Cloud products. In general, a privacy request contains four key elements. A type of request, either access, delete, or both. Identity data, such as email address, ID values, and any other identifiers that can link a specific Experience Cloud product where the data is stored, and the regulation that the request is being filed under. Once the request is sent, Privacy Service creates privacy jobs for the specific Experience Cloud products according to the customer’s request. As each product processes the request, they communicate with Privacy Service on status updates. As you start making privacy requests, you can use the Privacy Service UI’s monitoring dashboard to view a visual representation of the status of all activity requests. By watching this video, you have been introduced to Privacy Service and how it aligns with Experience Cloud products to fulfill customer requests to access and delete their personal data. You are now ready to continue to the next video on how to audit your stored personal data before making privacy requests. To learn more about Privacy Service, including how to format a privacy request and how to navigate the UI, please refer to the documentation. Thanks for watching.