The digital media industry has been absorbing punches to its business model under the guise of privacy. Privacy advocates, including regulators and lawmakers, indiscriminately throw around the term “surveillance advertising” without acknowledging the many benefits of data-driven advertising to businesses, consumers and our economy. They also do not recognize the many different advertising and marketing practices employed by the industry.
But we all agree that merely measuring the effectiveness of online advertising is a benign and harmless activity, right? Not so fast.
The California Privacy Rights Act (CPRA), which takes effect on January 1, 2023, and replaces the current California Consumer Privacy Act (CCPA), throws a curveball to measurement and analytics practices.