Acquiring consumer consent for data processing will allow brands to deal with CCPA

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2019, 2:15 PM UTC

A Smart Ad Server report states that consent drove 95% increase in impression value post-GDPR.

This piece states that California Consumer Privacy Act (CCPA), which came into enforcement less than six months ago, is not yet fully functional. But the author argues that brands should be prepared for the worst as most regulations are centred around consumers and giving them more control over their data.

Organisations should assume that these laws may impact the profiling behind automated advertising and require explicit consent to data processing. Brands can build stronger relationships with users by showing respect for data privacy and demonstrating their seriousness towards data protection.

The author contends that companies can increase programmatic advertising revenues by “ensuring they have explicit consent for data processing.” This approach can help them stay even ahead in the most unexpected situation caused by data regulation laws. 

Read the original article

[4 minute read]