New state privacy regulations are set to go into effect in multiple states in the US in 2023. Here's what you need to know.
Privacy regulations have been a topic of conversation since the introduction of the first modern data privacy laws introduced in Germany in the 1970s. The conversation took center stage in 2016 with the introduction of the General Data Protection Regulation (GDPR) in the European Union. In 2018 the US followed suit with the introduction of the California Consumer Privacy Act (CCPA), which was initially much narrower in scope than the GDPR.
As the conversation around data privacy continues to escalate, additional states began adopting privacy laws. Colorado, Connecticut, Utah, and Virginia are set to have new data privacy statutes online in 2023. And, in January the CCPA was amended and expanded with the introduction of the California Privacy Rights Act (CPRA). All of these changes are set to shift the underlying data privacy philosophy in the US from a historically harms-prevention-based approach to a rights-based approach.
End-to-end compliance in such a complex and interconnected ecosystem requires standardized tech frameworks, ensuring all players share a common language. This is why we follow the IAB Tech Lab's Global Privacy Platform (GPP). The GPP enables all parties in the digital advertising chain to comply with regional privacy regulations more easily.
It is a transport layer that communicates user consent and preference signaling throughout the digital supply chain that supports existing consent formats and is flexible enough to support new markets with unique needs. The IAB Tech Lab stewards the development of these technical specifications. This platform provides a sustainable way to adapt to changes in existing privacy regulations and adopt new ones with its flexible, channel-agnostic, open architecture. The GPP integrates with existing highly-adopted privacy signals - including US Privacy and TCF.
In California, we currently support the IAB CCPA compliance framework tech requirements to pass user opt-out signals. Beginning in Q1 2023, we will be able to ingest and share signals allowing publishers to operate in full compliance with state privacy regulations thanks to the GPP.
We've always worked to increase quality and privacy throughout the entire advertising ecosystem. Our European roots mean we have a long history of and strong experience in upholding data protection and privacy standards and we have applied this knowledge to help our clients globally.
As a Product Marketing Manager at Equativ, based in our Paris office, Antoine is focused on supporting go-to-market strategies integrating sustainable practices into Equativ’s product offerings and also oversees corporate sustainability initiatives.
