An important indicator of the relative ease for successful compliance with the CCPA is that Google already announced this week that it will integrate the technical specifications of the IAB’s CCPA framework when the law goes into effect in January.
Google committed to implementing the TCF by the end of Q1 2020, about two years after the IAB Europe debuted the program, and more than a year after other ad tech companies expected Google to sync its consent signals with the industry standard. Strict regulatory scrutiny in the EU and the severe penalties under the GDPR law upped the stakes for Google and kept it from adopting with the TCF, but the CCPA implementation is promptly on track.
Michael Hahn, IAB SVP and general counsel, told AdExchanger last month that the CCPA framework will likely require an updated version sometime next year, similar to how a second version of the TCF was released this year that addressed publishers’ concerns with the original.
The IAB said in its CCPA compliance framework announcement that the law presents a “tremendous opportunity” for the digital media and advertising industry to demonstrate a commitment to privacy – without heavy-handed oversight.
“The digital advertising industry … recognizes the importance of privacy and data protection, and the clear message it is receiving from the market and consumers in particular.”
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