LAS VEGAS -- It's a new year, a new decade and there is a new piece of digital privacy legislation in town.
But, whilst the Californian Consumer Privacy Act (CCPA), which came in to effect on January 1, 2020, may be causing some marketers to believe that the equivalent of Europe's GDPR has come to US shores, the reality is a little different and not so scary, says a data leader from the world's biggest media buying agency.
"The heart and the nature of the law is the same (as GDPR)," says Krystal Olivieri, VP of global data investment and strategy at Group M, in this video interview with Beet.TV.
"CCPA is different, though, because it's not an opt-in requirement, it's actually an opt-out.
For all California citizens, they have the right now to opt out of having their data collected or their data sold.
"Data collection opt-out actually isn't a new thing - anyone that has been a member of the NAI or the DAA has probably been following the opt-out AdChoices requirements.
But the ability to say 'Actually I don't want you to monetize my data' is a new component of CCPA that I think a lot of brands and advertisers are still trying to wrap their heads around." Under CCPA, any company using the data of a Californian and which satisfy one of several other criteria must adhere to new consumer rights: Notify users about the intended use of data.
Provide a right of opt-out from the sale of personal information.
Provide the right to access to and request deletion of that information.
Ensure that consumers are not discriminated against based on their information-sharing preferences.
That makes CCPA similar to GDPR, though the latter requires strict opt-in from consumers and so has meant European users are now confronted with several more pop-ups in addition to cookie authorization requests.
But Olivieri says marketers don't need to be scared about either piece of legislation.
Each points the way to a future that is actually better - one in which brands develop real relationships that consumers find valuable, allowing them to both comply with the law and stay close to audiences.
"I tell them to focus on is the engagement they have with that consumer, the relationship they have and the mutual benefit that they get from data sharing," Olivieri says.
"First-party data truly as a valuable asset and how they should be protecting that asset and encouraging more of it." This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide.
For more videos from the series, please visit this page.