IAB launches CCPA Framework to help marketers follow the new guidelines

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 12, 2019, 8:58 AM UTC

IAB has created a technology and methodology for alerting third-parties when consumers opt out.

In the run up to the implementation of the California Consumer Privacy Act (CCPA) the Interactive Advertising Bureau (IAB) has released its CCPA Framework. The framework is aimed at helping marketers understand the rules related to ad targeting and publisher data.

CCPA forces marketers to include an opt-out “do not sell my personal information” link, and defines new roles like “service providers” and “third parties” in the consumer data ecosystem. IAB says that on clicking this link, ad tech companies who do business with the publisher, receive a signal via a technical mechanism.

The signal alerts the companies to cease the sale of that consumer’s information and switches downstream companies to a “service provider” role. The process is facilitated by an agreement that creates a “fluid legal relationship.”

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