Dataguise

Specialized provider of sensitive data discovery and protection solutions, acquired by OneTrust in 2021

Dataguise was a provider of sensitive data governance and protection solutions, specializing in the discovery, masking, and monitoring of sensitive data across enterprise data environments. The company's technology enabled organizations to identify and protect personally identifiable information (PII), protected health information (PHI), payment card data, and other sensitive information across structured and unstructured data sources. While not strictly an AdTech company, Dataguise served organizations that needed to protect consumer data used in marketing and advertising operations, making it relevant to the broader data privacy and governance ecosystem that supports AdTech. Dataguise's solutions were particularly valuable for enterprises dealing with large-scale data operations who needed to comply with data protection regulations such as GDPR, CCPA, HIPAA, and PCI-DSS. The company was acquired by OneTrust in 2021, integrating its data discovery and classification capabilities into OneTrust's broader privacy, security, and data governance platform. This acquisition reflected the growing importance of automated data discovery and protection in an increasingly regulated environment where companies face significant penalties for data breaches and non-compliance.