Reference / Glossary / Privacy and regulation
Data Minimization
The principle, written into the GDPR and most US state laws, that only the personal data necessary for a stated purpose should be collected and kept. For advertising it argues against collecting everything a pixel can see and for defining events deliberately.
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Cite this entry:
Agency Echelon. "Data Minimization." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/data-minimization/