Home Privacy Will Most Consumers Opt Out Of Data Collection Under CCPA?

Will Most Consumers Opt Out Of Data Collection Under CCPA?

SHARE:

Here’s a bit of California Consumer Privacy Act (CCPA) trivia for you: The word “homepage” doesn’t mean what you think it means.

Beginning Jan. 1, 2020, businesses covered by the CCPA must prominently display a “Do Not Sell My Personal Information” button on their homepages.

But under the law, a homepage is more than just a site’s introductory page – it’s also defined as “any internet web page where personal information is collected.”

The language implies that publishers and advertisers will have to show the opt-out button to California residents who haven’t yet opted out every time they visit a site and on nearly every page – because what web pages don’t include some form of data collection, from widgets to ads and third-party trackers?

Even if someone doesn’t opt out the first time, eventually they’ll probably click that button, said Bob Perkins, COO of BritePool, during a breakfast event his company sponsored on Wednesday. The identity solutions startup helps publishers keep people from opting out of data collection by providing incentives and data control mechanisms.

In meetings with prospective clients over the past few months, Perkins would suggest that more than 50% of people are likely to opt out of data collection once the law goes into effect. His interlocutors often reacted with, “that’s too high, you’re just trying to scare us,” Perkins said.

But according to a survey released Wednesday of 1,000 American consumers, not all from California, conducted on behalf of BritePool by the USC Annenberg Center for Public Relations, 87% said they would hit the “Do Not Sell” button if they saw it.

The proof will be in the pudding on Jan. 1. There’s usually a wide gulf between what people say they’ll do and what they actually end up doing. When was the last time you clicked on an AdChoices icon?

Then again, it’s smart for businesses to prepare themselves for an initial spike in opt-outs, said Jessica Lee, a partner at Loeb & Loeb and co-chair of the firm’s privacy, security and data innovations practice, speaking at the BritePool event.

“Similar to before GDPR, there has been a lot of press about CCPA, especially in California,” she said.

Businesses shouldn’t expect much more new information before the CCPA effective date beyond the practical guidance provided as part of the California attorney general’s implementation regs.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

The first version of the AG’s regs, which should be published sometime in the coming weeks, will offer direction on what the opt-out button should look like, for example, and procedures for how consumers can submit data access requests.

But gray areas in the law, such as the definition of “sale” or the difference between how the law defines a service provider and a third-party entity, will probably remain gray.

CCPA will be similar to the GDPR in that clarifications to the law will likely come in the form of enforcement actions.

“The goal is to just not be that company who is on the front lines, to not be the first target for enforcement,” Lee said.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.