CCPA for Marketers: What You Really Need to Know
California Consumer Privacy Act (CCPA) has put restrictions and conditions on how organizations can store, process, and share consumer data in California. The privacy act has given broad rights to the consumers over their data that organizations hold. Here is CCPA for marketers and what you really need to know about it.
The CCPS allows consumers to have complete transparency and control over all types of personal data. These regulations have been especially difficult for marketing and advertising companies. Especially those businesses that rely on sharing and processing consumer information to develop an efficient marketing plan that will reach the right people.
With all these regulations in place, it begs the question. How will marketing organizations prepare marketing plans without having full control over their customers’ information?
How does CCPA impact marketers?
Whether an organization collects its consumers’ information through social media or other means such as an email survey, CCPA requires them to disclose what information is being collected and how it will be used. This requirement is known as ‘right to be informed’ under the CCPA .
CCPA gives broad rights to consumers on how businesses collect and process their data. Upon request by a consumer, a business that collects and processes data on California residents must disclose:
What it collects.
Where it collects.
Why it collects.
Whom it shared with.
CCPA gives consumers the right to opt-out of having information being sold to third-parties.
For companies that earn revenue through selling data, it will be a struggle to work around this restriction, potentially putting a dent in revenues.
CCPA has also had a substantial impact on digital advertising.
The impact on digital advertising happens because digital advertising works on the transfer of consumer data from a data broker to the advertiser . The ad-serving platform has many other layers of supported systems in between broker and advertiser — often a third-party business.
If an organization is required to comply with the CCPA, it cannot transfer this data without the consumers’ consent.
So far, it seems like the CCPA is only having a negative impact on the marketing sector as it is restricting marketers from virtually doing anything as most of their operations rely on the sharing of data .
What Marketers Need to Do to Comply?
Trying to comply with the CCPA can be difficult for the marketing sector. The process is not just a matter of applying the same rules throughout the organization in hopes of complying with the CCPA rules. Instead, there have to be different goals set at each level to ensure that compliance can be met efficiently.
At the highest level, marketers need to make it their personal responsibility to understand how personal data at their company...