2019: The year that privacy got real for marketers

Europe’s GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways they’d been trying to avoid for years.

CCPA comes into sharp focus

The California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies like Test Guild have introduced “compliance frameworks” and tools to help marketers and publishers address the requirements of the act.

However, there’s still considerable corporate foot dragging and uncertainty. That’s consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later.

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