How Ad Tech Is Grappling With Consumer Consent Issues
Summary
The IAB Tech Lab’s CCPA Technical Working Group is unveiling a solution that will allow publishers to pass consumers’ preferences, and whether or not they’re California residents, along to third parties in the ad-tech ecosystem. In addition, the proposals recommend that publishers display a “do not sell my personal information” notice on their homepages, every subsequent page where user data is collected and in their stated privacy policies. The success or failure of these measures will prove critical to the application of ad tech in California, as it would be extremely difficult, if not impossible for ad-tech players to forge direct relationships with consumers and gain consent. This is of particular importance, as the wording of CCPA grants publishers the legal right to share information with “service providers,” or “sub-processors,” to use IAB parlance, for purposes of measuring ad performance, even if users opt out of having their data sold. Those are the kind of things we’re getting a lot of questions about … especially from our publishers.” Meanwhile, fellow panel participant Jennifer Kyla Derke, director of product, programmatic and data at IAB Tech Lab, said the proposals are “in flux” but that there is agreement on how consent signals would be passed between players.
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