With Europe’s GDPR implemented and California’s CCPA waiting in the wings, third-party data is starting to look like fossil fuel: widely seen as dirty, but also widely used and lobbied for—for now.
California may be the U.S. market’s big kahuna, but it’s just one of multiple U.S. states considering legislation that would pressure ad exchanges and publishers to use consumer-provided data for programmatic advertising.
That same dynamic is driving the data privacy conversation.
Poor data stewardship is hardly limited to California, but it’s a thorny issue for Silicon Valley’s home state.
Just as legislation banning cars in Los Angeles would’ve jeopardized the city’s boom, CCPA could have destroyed the state’s tech sector, had it outright banned the collection of consumer data.
In both cases, California took a “light touch” approach.