As the “Judgement Day” of the California Consumer Privacy Act (CCPA) approaches, the Digital Advertising Alliance (DAA) rolls-out new tools for publishers, brands, agencies and adtech in the digital advertising supply chain.
The tools from the DAA, an independent not-for-profit organization for digital advertising privacy practices, will introduce CCPA opt-out instruments, which will provide users with cross-industry control over the ways in which their personal information is being shared and sold.
“The digital advertising ecosystem is incredibly complicated and interconnected, so we need tools that work both for individual companies and across the supply chain,” said Michael Signorelli, Partner Venable LLP and counsel to the DAA, in a press 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. Over the next few weeks, we will quickly roll out the tools, guidelines, and technological specifications needed for full adoption.”
CCPA Opt-Out Tools will be available in English and Spanish via desktop browsers, mobile web browsers and a mobile app, according to the release by DAA. The tools will include the following elements:
- A text link and new green icon for publishers to display on their web and app-based digital properties.
- The text link and icon, which will take users to a publisher-hosted notice that will provide user information and control.
- An option to opt-out of the sale of customer personal information by any or all of the participating companies in the new DAA tools, including third parties collecting and selling personal information through the publisher’s site or app.
It is important to note that the DAA’s tools are mainly consumer-centric and are built to provide the ability for consumers to opt-out of the sale of personal information by third-party businesses. It is publishers’ job to find their own technical instruments to meet their requirements under the DAA’s guidelines and the CCPA law, the DAA stated in the press release.
“These tools create a simple and recognizable mechanism for consumers to express their opt-out rights under the CCPA for the sale of data collected not only on any individual site, but also across sites served by third parties in the digital ecosystem that participate in the DAA tool. The tools also provide a timely implementation path for companies based on existing technologies and proven models,” said Lou Mastria, executive director of the DAA.