Publishing

87% of Consumers Would Opt Out of Ad Targeting Under CCPA Terms

Research shows hardened public attitudes about selling data, but rewards help

illustration of an arrow clicking on — In a recent poll, 87% of panel participants said they would opt out of having their personal information sold to third parties.Illustration: Trent Joaquin; Source: Getty Images

The California Consumer Privacy Act (CCPA) will come into force in January 2020 and as the media industry scrambles for solutions to bring more transparency to data brokerage, research shows marked consumer resistance to ad tech.

The wording of CCPA obliges websites to inform visitors of how their data is shared with third parties, such as buy- and sell-side platforms, plus offer them the option of opting out of having their data sold to such outfits.

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