CCPA and Advertising Compliance

The California Consumer Privacy Act (CCPA) came into effect on January 1, 2020, requiring businesses to inform consumers about any personal data being collected and provide an option for deletion. Ad tech companies are among those affected by the law, which is considered a national one due to its widespread impact. The CCPA aims to give consumers greater control over their privacy and establish trust with customers. Companies must disclose what data they collect, allow consumers to request deletion of their personal information, and avoid discrimination when doing so. A detailed roadmap outlining access to consumer information is also required. Despite some challenges in implementing the law, experts believe it will provide a competitive advantage for companies that comply with it.