‘We’re not going to play around’: Ad industry grapples with California’s ambiguous privacy law

ADVERTISING

The California Consumer Privacy Act takes effect in less than a month, and companies across the industry are still coming to terms with what changes the law demands of their advertising practices.

While they wait for the California attorney’s general office to clarify the rules it will use to enforce the CCPA, many companies are taking conservative initial approaches to ensure they are compliant with the law. Some advertisers are pulling back on targeted advertising, and ad tech firms are adopting limits on what they can do with the data they receive from other companies. These measures may turn out to be overly cautious, but prudence can be necessary in the face of uncertainty.