Once you’ve determined that your organization must comply with CCPA, the road to compliance largely depends on your current business operations and what needs to be revised or developed. While the effects of the legislation vary across digital channels, one thing is clear: any form of non-consensual tracking will likely diminish in prevalence with cookies taking the biggest of impacts.
Despite the challenges CCPA may provide advertisers, we believe the benefits of greater consumer trust and a privacy-focused, consent-based browsing experience greatly outweigh any losses in tracking or measurement as it’s possible and critically important for businesses to both respect consumers’ privacy and provide a more thoughtful, and personal experience.