IAB report spots a lack of consensus around applying CCPA definitions and obligations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 17, 2021, 5:25 PM GMT+0

The Interactive Advertising Bureau has released a whitepaper “Project Crosswalk: Addressing CCPA Compliance within the CTV/OTT Marketplace.”

The California Consumer Privacy Rights Act (CPRA) will be in effect in 2023. To help organisations serving the CTV and over-the-top (OTT) digital advertising supply chain prepare to comply with the legislation, IAB’s Project CCPA Crosswalk Working Group released a new white paper. This whitepaper examines stakeholders within the CTV/OTT marketplace.

The study found that around 75% of survey respondents said they “sell” personal information within the CTV/OTT ecosystem, indicating a lack of consensus on who provides the “Do Not Sell My Personal Information” link and where and how to offer such an option. Additionally, CTV/OTT targeting takes place at the household level via IP address. However, it can also include other proprietary user IDs.

The report found that both publishers and advertisers will use this data to segment and then target users on their devices in combination with viewing data. They can further consider using the IAB whitepaper to develop a common framework for addressing CCPA classifications and then determine the next steps to prepare scalable CPRA/CCPA compliance.

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