How the California Privacy Rights Act reshapes U.S. privacy compliance in 2023
The U.S. privacy landscape is on the edge of a new era.
Next year, companies ranging from brands and publishers to agencies and ad tech intermediaries will need to comply with new privacy laws in Colorado, Connecticut, Utah, Virginia and — of course — California, where the existing California Consumer Privacy Act will give way to the even more comprehensive California Privacy Rights Act, or CPRA.
“CPRA definitely raises the bar,” said Fiona Campbell-Webster, chief privacy officer at ad tech firm MediaMath.
The video below features interviews with privacy experts weighing in on how the CPRA ups the ante on companies’ privacy compliance requirements in the U.S., particularly with regard to targeted advertising. It also breaks down the Interactive Advertising Bureau’s effort with the Multi-State Privacy Agreement to simplify the contractual complications required to comply with all five state-level privacy laws taking effect in 2023 and assesses expectations for regulators to enforce the new laws of the land.
“If a company is sharing cookie data in order to track users or sharing information with vendors to track users across multiple websites that are not owned by the advertiser, that’s when the alarm bells go offer,” said Dominique Shelton Leipzig, a partner at the law firm Mayer Brown.
More in Marketing
Tariff saga creates a meme war on social media, making it difficult for brands to ‘control the message’
As the trade war escalates, social media narratives about how goods are made is pressuring brands to increase transparency.
How Hyundai’s CMO is navigating upfront marketplace uncertainty and rapid-response tariff ads
Hyundai’s CMO explains how the automaker put its latest tariff-tinged ad on the road in just a week.
When it comes to ads, Apple isn’t playing coy anymore
Apple’s rebrand of its search ads business is the latest in a string of changes that suggest the tech company is gearing up for a more concerted move for ad dollars.