CCPA (California Consumer Privacy Act)

Owned by JB Martinez
Jan 31, 2022
2 min read

California will implement CCPA (California Consumer Privacy Act), effective January 1, 2020. We are encouraging all publishers to take the necessary steps to become CCPA-compliant.

What is the CCPA?

It is a data protection law that enhances the privacy rights and consumer protections for California residents. CCPA gives people located in California the right to:

  • Know what personal information is being collected

    Ask where and who is using their personal information

    Delete their data

    Opt out of sharing their personal data

    Have equal services when they choose not to share personal information

Who is Regulated?

Businesses, service providers, and consumers are the 3 groups that fall under the provisions of the law: 

  • Business

    • For profit in California

      Greater than $25M in gross revenue

      Buy, sell, or collect consumers’ personal information 

      Derive 50% or more of its of its annual revenue from selling consumers' personal information

  • Service Provider

    • For profit entity that processes this personal information on behalf of a business 

  • Consumer

    • Natural person who is a California resident

How do I become compliant with CCPA?

The following steps must be followed by all publishers with any California traffic in order to be compliant with this new law:

  1. Know your role and the role of your business partners

  2. Understand the personal data you collect from your consumers

  3. Put restrictions on commercial use of personal data

  4. Update your privacy policy and home page

  5. Build support to allow users to opt out of having their personal information sold

  6. Share CCPA privacy signal with your business partners

  7. Participate in the master IAB Compliance Framework contract

What happens if I don't comply with CCPA?

Any company doing business in California must comply with CCPA rules and update its business accordingly. CCPA enforces a fine of $7,500 for each intentional violation. For non-intentional violations, the fine is set to $2,500. If a lawsuit is filed by a consumer and violation is proven, the company can face damage between $100 to $750 or more to be paid to the user.

What if I’m not located in California?

This legislation applies to any publisher receiving California traffic, not just publishers based in California. You should be fully compliant with this legislation for your California traffic in the chance that you receive California traffic.

How does this affect my monetization with Sharethrough?

By July 2020, if a publisher has not become a participant in the IAB framework or chosen an alternative method of CCPA-compliance, Sharethrough may not be able to monetize their impressions from California. As a result, non-compliant publishers may see a decrease in revenue.