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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryPrivacy & IdentityData Minimization

Privacy & Identity

Data Minimization

The principle of collecting and keeping only the personal data necessary for a specified purpose.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Data minimization is the privacy principle of collecting and keeping only the personal data necessary for a specified purpose. It is a core requirement of GDPR and appears in several US state privacy laws. Limiting data reduces breach risk, compliance burden and storage costs, and it encourages clearer decisions about why data is needed.