The CCPA is in Effect. Now What?

January 3, 2020 — by MediaMath    

The California Consumer Privacy Act came into effect on New Year’s Day. As a recent Campaign US article details, it is already “both under question and under renovation.”

Under the law, California residents are required to know “what personal data of theirs is being collected and to whom it is sold or disclosed.” Residents can also access their personal data, stop its sale, request its deletion and avoid discrimination if they assert their right to privacy.

Daniel Sepulveda, our SVP of Policy & Advocacy, shared his thoughts on what’s next now that the CCPA is in effect in several media publications this week. Read excerpts below:

The impact of regulations and the consumer POV in 2020

“The majority of companies in the advertising industry want to do the right thing,” Sepulveda told AdExchanger. “Our industry is in the process of winning back trust. In the future, we’ll see more scrutiny of companies and, inevitably, more accusations of companies using backdoor workarounds in an attempt to not comply with the law.

Consumers will tend to consent less and opt out more, particularly in the beginning, because they may believe there is no downside to doing so. If publishers wish to continue processing consumers’ personal data in order to monetize their content – and if advertisers wish to continue delivering targeted advertisements to individuals or measuring the effectiveness of contextual ads – then both parties will need to adapt their messaging to consumers to demonstrate the value consumers receive from the processing of their personal data.”

What a CCPA compliance solution requires

“What we’re trying to do as an industry is say what are the analytics and measurement type services that we can still provide,” Sepulveda told AdAge. “This is what everybody is trying to figure out­, how to come into compliance with the California law.”

“The tech for enabling the exercise of consumer rights under CCPA exists, it just needs to be modified for that purpose,” he shared with Campaign US. “We, as people and an industry, must solve for the law’s purpose – to increase consumer control and understanding of the use of their data. This is particularly important for those of us in the digital advertising industry because our ecosystem is complex, interconnected, and somewhat opaque.

We believe that a compliance solution requires four key elements:

1) Surfacing to consumers the fact that the company they are directly interacting with and third party companies are engaged in the collection and sale of their personal information when that is happening,

2) Ensuring that consumers have the option to bar any or all of them from “selling” (as CCPA defines it) that information,

3) Signaling those choices to the rest of the ecosystem, and

4) Creating legally binding obligations on all participants to respect those choices.”