The unwillingness by some in the ad industry to respect user data has led to more privacy regulations and product features.
The failure to comply with current laws and requests — and the looming CCPA deadline — are the inspiration for this week’s theme: forced compliance.
We’ll explore data laws and breaches, cookie alternatives, and ideas for publishers forced to do more with less.
What we’re reading
CCPA Compliance CountdownAs the July 1 compliance deadline approaches, the IAB Tech Lab is helping publishers prepare with a data deletion spec and Facebook has updated its Business Tools to help its users comply. Meanwhile, MediaPost reports continued ad industry pushback to the CCPA’s proposed privacy rules and AdExchanger wonders if companies will see CCPA breaches as a competitive advantage. (Related: Our CCPA summary, Google Analytics compliance guide, data privacy insights from member Jodi Daniels)
GDPR We There Yet?The EU’s data privacy law continues to make headlines as well. This week, the European Commission published its two-year assessment of the GDPR, citing room for improvement in enforcement, data subjects rights, and more.
Speaking of enforcement, Belgium’s Supervisory Authority has imposed multiple fines on various companies, and Google has lost its 2019 appeal to the French government for two GDPR infringements — resulting in a 50 million euro fine. AdExchanger shares a GDPR win for publishers: the French government’s ruling that cookie walls (a.k.a., consent pop-ups), can’t be restricted under the GDPR. (Related: Our GDPR overview, Google Analytics compliance guide, GDPR-compliant ad server building guide)
Cookie AlternativesLast week’s announcement that the IAB Tech Lab will dissolve its DigiTrust cookie-sharing program has many speculating on the alternatives, including the IAB’s VP of measurement and attribution (and Ad.Product for an upcoming roundup — see below).
IAB Europe has created a post-third-party cookie guide, AdMonsters suggests five questions publishers should ask of cookieless solutions, and AdExchanger shares Erik Requidan’s recommendations for “ugly delicious” cookie solutions — while former US presidential candidate Andrew Yang wants a user-focused dollars for data solution. (Related: Our takes on how Utility Publishers leverage first-party data, targeting without PII)
Cookie Crackdowns and Data DeletionsApple’s Worldwide Developer Conference (WWDC) has also made headlines this week, most notably for its big privacy announcements:
- Adweek reports changes to Apple’s IDFA mobile ad tool could be “more impactful than CCPA or GDPR,” as it will require user consent on an app-by-app basis by spotlighting its Limit Ad Tracking functionality with this fall’s iOS 14 update. Mobile Dev Memo speculates on what the deprecated iOS ID will mean for mobile advertising and AdExchanger questions whether Apple users will consent to tracking.
- Apple will also circumvent ad trackers on its Safari browser by listing them in its Privacy Report feature in macOS Big Sur — including third-party tracking cookies and cross-site scripting requests on Google Analytics. (Related: Our suggestions for monetizing Safari users)
WIRED reports that Google will delete data by default every 3 or 18 months, based on user preference, as it takes smaller steps toward blocking ad tracking and targeting.
Fast Company sums up these user-friendly updates well: “In many ways, ‘delete my data’ has become...a way for customers to express their displeasure at a company by taking back control over the data they’ve provided.”
What we’re writing
- We want your perspectives for two upcoming expert roundups.
What we’re discussing
- Member Andy Sharkey thinks Apple and the EU make user consent easy: Share your thoughts
- Member Jodi Daniels looks ahead to CCPA 2.0: Learn about CPRA
- Member Rasheed Ahamed tested Google Ad Exchange performance with and without cookies: See the results
- Members Claire Atkin and Nandini Jammi offer user-first Facebook ad alternatives: Leverage your ad platform
- Multiple members and engineers are sharing their favorite ad server languages: Join the discussion
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