Publishers Continue Prioritizing First-Party Data as CCPA Enforcement Begins

This, despite the gray area associated with the law

Publishers have revamped their first-party data offerings in light of CCPA and upcoming changes to Google Chrome. Unsplash

The California Consumer Privacy Act has been law since Jan. 1, but enforcement starts today.

And as the brand marketing ecosystem is forced to comply with the privacy law, publishers have had months to adhere to it, including ensuring their ad-tech vendors are in compliance.

“Businesses should be mindful of the July 1 deadline. And if they haven’t already put compliance efforts in place, they really should work on that,” said Catherine D. Meyer, LA-based senior counsel at Pillsbury Winthrop Shaw Pittman LLP.

Some media organizations have rolled out splashy ad-tech offerings to advertisers such as Vox Media’s Forte platform, which the publisher announced at the beginning of the year in preparation for CCPA enforcement.

It’s a law publishers are also taking seriously in the expectation that more states will adopt similar privacy legislation. “This regulation continues to hold us all to a level of accountability, ensuring that we make smart decisions with sensitive data and information of our consumers and employees,” one industry executive, who requested anonymity, told Adweek.

Bloomberg Media is working on a “holistic data strategy,” said M. Scott Havens, global head of digital and media distribution, and will be “fully CCPA compliant.”

“At Bloomberg Media, data is central to our business, and our priority is to build deeper connections with our audience,” Havens said. “Therefore, we’re using this time to create a more innovative solution that helps to get to know our users better so that in the long run, we can deliver products and services that are truly valuable to both our consumers and our marketing clients.”

Still, as the ecosystem undergoes new scrutiny, there are bound to be some bumps in the road, experts tell Adweek, especially since California is the first state to pass legislation of this magnitude

It’s “the danger” of being the first state to do so, said Michelle Richardson, who directs the data and privacy project at the Center for Democracy and Technology. She added that “there were going to be growing pains.”

Changes to CCPA are already afoot. A ballot initiative in November’s general election would call for the elimination of a 30-day grace period for businesses to correct any infractions.

“It very well may be that it will still take time before enforcement comes down in a way that clarifies some of these questions,” Richardson said.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.