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Design requirements for a DPDP-native consent and preference layer
Purpose-level consent objects : Design a data model that stores DPDP purposes (e.g., onboarding, advisory profiling, own-product marketing, third-party marketing) separately from channel-level preferences, with clear descriptions and links to the underlying notices.
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DPDP and the new reality for first-party data in Indian retail and D2C
DPDP does not stop retail media; it forces clarity about purposes, consent, and data flows for every audience you activate. High-value use cases like offsite ads, lookalikes, and cross-brand audience sharing sit in higher DPDP risk tiers and need stronger consent evidence and controls. A DPDP-native architecture makes consent, purposes, and audience definitions first-class data objects, not just legal text in a policy. Using a dedicated consent management layer helps unify consent artefacts across apps, web, CRM, and retail media activation systems. Boards and CFOs will back investment when you can show both risk reduction and better-quality audiences that brands will pay more to reach.