BLOG POST 4 minutes 11/27/2019

New CCPA Tools from the DAA

Consumers and the companies they buy from can both rejoice.

This week the Digital Advertising Alliance (DAA) announced CCPA tools that will benefit the entire advertising industry, including those who run ads and – more importantly – those on the receiving end.

The DAA CCPA Opt-Out Tools, this suite of tools, guidelines, and technological specifications is a game-changer for compliance of the California Consumer Privacy Act (CCPA).

The tool will allow consumers to opt-out of the sale of data collected across websites and mobile apps by DAA member companies.

Although just announced and still having final touches applied, these guidelines will have a pivotal influence on privacy compliance in 2020.

CCPA Tools: The Breakdown

The DAA created the CCPA tools for publishers, brands, agencies and adtech in the digital advertising supply chain that are members of its organization. 

It makes it easy for consumers to opt out of the sale of personal information for multiple companies with just one click. This makes it much simpler for companies that own multiple brands to manage and track the opt out process and honor consumer requests in a timely and accurate manner. 

There will be three parts to the CCPA tools:

  1. A CCPA-compliant text link to opt out and a green arrow-shaped icon for publishers to display on their websites and apps.
  2. When clicked, the link and icon will both redirect to a preference center.
  3. As soon as consumers choose to opt out of all sales of personal data, their choice will be updated across every company in the DAA membership database.

Since the CCPA requires companies provide California consumers a clear and recognizable mechanism to opt out – and with a compliance deadline of Jan. 1, 2020 – businesses who can take advantage of this announcement should.

Not an Escape Route

Although the proposed CCPA tools would benefit businesses as they seek to comply with privacy regulations, its main focus is protecting individual rights. No surprise there, as most of the recent privacy laws are focused on restraining current out-of-control data gathering processes.

However, the DAA has an important message for its member businesses before the big release.

“Today we’re outlining the roadmap for our approach so companies can begin taking the internal steps necessary to adapt their systems for rapid implementation with well understood and deployed technologies.”

Translation: These tools aren’t going to do all the work for you. 

Instead, they’ll act as a complement to an existing strategy, technology, and path to execution. All of which the DAA recommends be in place before opting in to using its new CCPA tools. Some businesses will be tempted to use these tools as the only door to compliance. This would be a costly mistake.

Conclusion: Ushering in the Future of Privacy Compliance

More information about how to use the CCPA tools will be forthcoming in the next few weeks, the DAA promises. This news should contain more specifics about how the feature will work and how advertisers can benefit from it.

Although this guidance is helpful for a privacy law due to take effect right around the corner, it shouldn’t draw marketers’ eyes off the bigger picture. 

Privacy protection isn’t just a nice-to-have anymore. 

With the second year of GDPR implementation in full swing, state laws being debated and passed monthly, and a push for a single U.S. federal privacy law, it’s a need-to-have.

In fact, privacy compliance should now be a part of how every company shapes how it does business.

The OneTrust PreferenceChoice team will continue to monitor the development of these tools and provide updates to keep you informed.

Want to learn more? Request a 1 on 1 consultation with a member of OneTrust PreferenceChoice.