Managing digital assets is a constant balancing act for organizations. Whether it's images, videos, or documents, deciding whether to delete or archive digital content can be challenging. In the world of Digital Asset Management (DAM), this decision carries even greater weight, which is why having a clear digital asset management retention policy is essential to streamline the process and avoid potential legal or operational risks. . Let’s explore the key factors that influence retention strategies in DAM, focusing on when to delete assets, when to archive them, and how proper governance can streamline this process. 

The Case for Digital Asset Retention Policy

For many organizations, deleting digital assets can feel like erasing a part of their history. This is especially true for industries such as museums, galleries, and corporate archives, where preserving visual and historical records is a priority. Old photos, videos, and documents often serve as a valuable resource for research, inspiration, or even future campaigns. In these cases, retaining and archiving assets is essential to maintaining a comprehensive and accessible historical record. 

However, some industries face legal requirements that mandate the removal of digital assets after a certain period, particularly when privacy regulations or intellectual property laws are involved. In these cases, understanding the liabilities attached to retaining assets indefinitely is crucial. 

The Risks of Keeping Unmanageable Assets 

While retention has its advantages, keeping digital assets forever isn’t always practical or advisable. One common issue organizations face is the inability to track the origin or rights associated with older assets. If the ownership or usage rights of an asset are unclear, using it poses significant legal risks. In extreme cases, companies may choose to wipe out these assets entirely to avoid liability. 

For most organizations, however, archiving assets is a far better alternative to deletion. Archival processes allow companies to store assets that may not be immediately useful but could have future value—whether for reference, inspiration, or future campaigns. 

What Does Archiving Mean in a DAM? 

In the context of DAM systems, archiving refers to the process of moving assets to long-term, offline, or cold storage. Traditionally, this meant transferring files to physical media such as LTO tapes or disks, which were stored on shelves until needed. Today, cloud-based solutions such as Amazon Glacier offer cost-effective cold storage, allowing organizations to archive large volumes of data without incurring significant expenses. 

Modern storage is relatively affordable, and some organizations choose to keep all their assets online rather than archiving anything. However, for companies dealing with terabytes or even petabytes of data, archiving can be an effective way to manage costs while maintaining access to valuable assets. 

Deciding What to Archive 

The decision to archive assets should be based on whether they are actively used. For example, consider a manufacturer that tracks hundreds of products in its DAM system, each with associated media such as product images, videos, and promotional materials. As products are updated throughout the year, new content is created, while old content remains in the system. Without a clear archival process, users may struggle to locate the most up-to-date assets, leading to frustration and inefficiency. 

Archiving older, unused content makes it easier for users to find relevant, up-to-date assets, improving both usability and findability. An effective archival process ensures that the latest content is readily accessible while maintaining the ability to search through archived materials when needed. 

Establishing Archival and Retention Rules 

To manage retention and archival effectively, organizations need a structured governance process. This includes defining the criteria for archiving assets, setting clear visual indicators within the DAM, and tagging assets with appropriate metadata for easy retrieval. A well-defined digital asset management retention strategy ensures that all stakeholders are aligned on how long assets should be kept, when they should be archived, and under what conditions they can be safely deleted or retained.

Here are some key points to consider when developing archival processes: 

• Metadata-Based Rules: Establish automated rules that trigger archival or deletion based on asset metadata, such as creation date or last usage. 

• Search Functionality: Ensure users can easily search for active assets, but also provide the option to search through archived content when necessary. 

• Permissions and Approvals: Set up workflows that notify relevant stakeholders when archived content is being considered for reuse, ensuring compliance and minimizing risks. 

Conclusion: A Balanced Approach to Asset Retention 

Determining whether to delete or archive digital assets requires careful consideration of both the risks and benefits. By establishing clear retention and archival rules, organizations can reduce the risk of liabilities, improve usability, and ensure long-term access to valuable content. 

At CyanGate, we specialize in helping organizations develop tailored retention and archival strategies. Our workshops can help you identify the necessary rules and metadata for your DAM system, while our OneTeg platform enables seamless automation of these processes. 

Contact us today to learn how we can help you implement effective retention strategies for your digital assets.