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December 31, 2019, Article

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HOW PUBLISHERS CAN PROGRAM AD TECHNOLOGY TO HANDLE RESTRICTED DATA

Originally published on AdAge.

When the California Consumer Privacy Act takes effect in January, visitors to websites will be asked whether their personal data can be sold. Publishers of those websites will have to determine how the law applies to their ad business and whether they will still share data with advertising technology partners—even when users have opted out of selling their data.

“What we’re trying to do as an industry is say what are the analytics and measurement type services that we can still provide,” says Daniel Sepulveda, senior VP for policy and advocacy at MediaMath, a programmatic marketing technology platform. “This is what everybody is trying to figure out­, how to come into compliance with the California law.”

Read the rest of the article here.

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