Data Minimization
A GDPR principle requiring that only personal data necessary for the specified purpose is collected and processed.
What Data Minimization means
Data minimization is a core GDPR principle (Article 5(1)(c)) requiring that personal data collected and processed must be adequate, relevant, and limited to what is necessary for the stated purpose. In advertising, data minimization means collecting only the data needed for campaign targeting and measurement, not accumulating data 'just in case.' Practical applications include limiting pixel event data to necessary conversion events, not collecting excessive lead form fields, using aggregate rather than individual-level reporting where possible, and regularly reviewing and deleting unnecessary data. Platform implementations that support data minimization include Meta's Limited Data Use mode, Google's restricted data processing, and consent-based data collection configurations. Data minimization reduces compliance risk, simplifies DSAR responses, and limits potential data breach impact.
Related terms
GDPR
The General Data Protection Regulation — the EU's comprehensive data protection law governing how personal data is collected, processed, and stored.
Consent
A user's explicit or implied permission for data collection, processing, or advertising targeting, required by privacy regulations.
Data Controller
The entity that determines the purposes and means of processing personal data, bearing primary responsibility under GDPR.
Privacy Policy
A legally required document disclosing how an organization collects, uses, shares, and protects personal data.