CCPA's Effect on Personalized Marketing and How to Adapt Your Strategies

The California Consumer Privacy Act (CCPA) came into force on Jan. 1, 2020, and it greatly restricts how brands collect and manage consumer data, thus affecting personalized marketing. Under the CCPA, consumers will know when personal data is being collected and where that data is being sold. They will also have the right to access that data, refuse data collection, and request that a business delete their personal information.