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Marketing · head to head

Freshpaint vs TrustArc

Freshpaint logo

Freshpaint

Marketing

Privacy layer that lets healthcare organisations run marketing analytics without sending PHI

From
On request
Rated
-
Full reviewWebsite
TrustArc logo

TrustArc

Cybersecurity

Privacy management platform with regulatory research and the TRUSTe certification programme

From
On request
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Freshpaint filtering necessarily degrades what advertising platforms receive, so campaign optimisation and lookalike modelling perform worse than an unfiltered pixel would, and the marketing team must accept measurably weaker targeting as the price of compliance.; TrustArc the software layer is generally shallower than OneTrust, particularly automated data discovery across large heterogeneous estates, so organisations with sprawling infrastructure often still need a separate discovery tool.
  • They diverge on capability: Freshpaint covers PHI detection and redaction, TrustArc covers Nymity Research.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Freshpaint and TrustArc actually diverge.

Attributes where Freshpaint and TrustArc differ
AttributeFreshpaintTrustArc
CategoryMarketingCybersecurity

Identical on both: starting price (On request), pricing model (quote), free tier (No), platforms (Web), user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Freshpaint

  • PHI detection and redaction
  • Business associate agreement
  • Event verification
  • Pixel replacement
  • Consent governance
  • Advertising destinations
  • Analytics and session tools
  • Audience activation

Only in TrustArc

  • Nymity Research
  • TRUSTe certification
  • Consent and preference management
  • Privacy assessments
  • Data inventory and mapping
  • Individual rights requests
  • Cookie consent manager
  • Privacy programme benchmarking

What people use each for

The jobs each tool is most often brought in to do.

Freshpaint

  • A health system told by legal to remove its Meta and Google pixels that still needs to report cost per acquisition on service line campaignsnot TrustArc
  • A provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewednot TrustArc
  • A compliance officer who needs a field level record of exactly what patient related data leaves the website, for a privacy committeenot TrustArc
  • A multi-site provider group standardising tracking governance across marketing agencies that would otherwise each add their own tagsnot TrustArc

TrustArc

  • A consumer brand that needs an independent privacy seal on its website because enterprise customers or app stores ask for third-party verificationnot Freshpaint
  • A multinational privacy team that needs a maintained answer to what a given jurisdiction requires without retaining outside counsel for every questionnot Freshpaint
  • An organisation running DPIAs at volume that wants templates tied to a maintained regulatory library rather than to a consultant word documentnot Freshpaint
  • A privacy programme being audited that needs documented maturity benchmarking against a recognised framework of programme activitiesnot Freshpaint

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Freshpaint

  • Filtering necessarily degrades what advertising platforms receive, so campaign optimisation and lookalike modelling perform worse than an unfiltered pixel would, and the marketing team must accept measurably weaker targeting as the price of compliance.
  • Pricing is not published on the vendor site despite three named tiers, and third party reports of entry around 599 US dollars a month cover only the lowest tier, with audiences and advertising activation sitting above it.
  • It addresses web and marketing tracking rather than the whole protected health information estate, so it solves one exposure while patient data in the CRM, call centre and email tooling remains a separate problem.
  • The commercial case rests on a specific regulatory interpretation of online tracking technologies, and litigation and future guidance could narrow or widen it, which makes the size of the problem it solves less stable than a compliance purchase usually is.
  • It is built for healthcare and priced accordingly, so an organisation wanting a general customer data platform pays for a regulatory specialism it does not need and gets narrower general purpose functionality than Segment or RudderStack.

TrustArc

  • The software layer is generally shallower than OneTrust, particularly automated data discovery across large heterogeneous estates, so organisations with sprawling infrastructure often still need a separate discovery tool.
  • The integration catalogue is smaller than the market leader, which means more of the data inventory is maintained by hand and drifts out of date between reviews.
  • Certification services are sold separately from the platform subscription, so the seal that is often the reason for choosing TrustArc is an extra line item and an extra annual renewal.
  • Reported contract values vary enormously by module mix and organisation size, and the absence of published pricing means smaller buyers have no anchor and routinely discover the entry price is higher than expected.
  • TrustArc stays inside privacy, so organisations that later want third-party risk, security compliance or ethics reporting on the same platform will be running a second vendor anyway.

Pricing, plan by plan

Freshpaint

On request
  • Comply$undefined/month
    • Governance and consent foundation
    • PHI detection and redaction
    • Web analytics, funnels and surveys
  • Perform$undefined/month
    • Everything in Comply
    • Audiences and demand side platform activation
    • Attribution, journeys and recommendations
  • Scale$undefined/month
    • Everything in Perform
    • Ad performance reporting
    • Full AI feature access

TrustArc

On request
  • TrustArc Privacy Platform$undefined/year
    • Quoted by module, entity count and data volume
    • TRUSTe certification and assessment services priced separately from platform subscription
    • Nymity Research licensed as a separate module

Which should you pick?

Choose Freshpaint if

  • You need phi detection and redaction.
  • You also want business associate agreement.
Freshpaint review

Choose TrustArc if

  • You need nymity research.
  • You also want truste certification.
TrustArc review

Questions people ask

Is Freshpaint or TrustArc better?
Neither clearly leads. Freshpaint starts at On request and TrustArc at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Freshpaint or TrustArc?
Freshpaint starts at On request and TrustArc at On request.
Does Freshpaint or TrustArc run on more platforms?
Both run on Web, so platform support will not decide this one for you.
What is Freshpaint best used for?
Freshpaint is most often used for a health system told by legal to remove its meta and google pixels that still needs to report cost per acquisition on service line campaigns, a provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewed, a compliance officer who needs a field level record of exactly what patient related data leaves the website, for a privacy committee, a multi-site provider group standardising tracking governance across marketing agencies that would otherwise each add their own tags. Of those, a health system told by legal to remove its meta and google pixels that still needs to report cost per acquisition on service line campaigns and a provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewed are not what TrustArc is typically brought in for.
What can Freshpaint do that TrustArc cannot?
Freshpaint covers PHI detection and redaction, Business associate agreement, Event verification, Pixel replacement. TrustArc covers Nymity Research, TRUSTe certification, Consent and preference management, Privacy assessments.

Answered from the vendors’ own pages

Freshpaint: Why can a hospital not just use Google Analytics?

US Department of Health and Human Services guidance treats IP addresses and health related page URLs as protected health information in this context, and advertising and analytics platforms will not sign a business associate agreement, so the disclosure is unlawful without an intermediary that filters.

TrustArc: What does TrustArc have that OneTrust does not?

Nymity Research, a maintained regulatory intelligence library acquired in 2019, and the TRUSTe third-party certification and seal programme.

Freshpaint: Does Freshpaint sign a BAA?

Yes, and it holds SOC 2 Type II. That is the central reason it exists, because the destination platforms will not.

TrustArc: How much does TrustArc cost?

Not published. Reported enterprise agreements range widely depending on modules and organisation size, and certification services are quoted on top of the platform subscription.

Freshpaint: What does it cost?

Freshpaint does not publish prices. Three tiers, Comply, Perform and Scale, are all sales led, and third party sources report entry around 599 US dollars a month for the lowest.

TrustArc: Is TRUSTe the same company?

Yes. TrustArc is the renamed TRUSTe business and still operates the TRUSTe certification programme as a subsidiary.

Freshpaint: Will my ad performance suffer?

Somewhat. Stripping identifiers reduces what platforms can optimise against. The trade is weaker targeting in exchange for measurement that a compliance committee will approve.

TrustArc: Does it handle cookie consent for Europe?

Yes, it includes a consent manager with scanning and banner delivery, though pure-play consent vendors are cheaper if that is all you need.

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