{"id":61122,"date":"2020-06-30T07:00:44","date_gmt":"2020-06-30T11:00:44","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61122"},"modified":"2020-07-21T13:07:41","modified_gmt":"2020-07-21T17:07:41","slug":"what-ccpa-means-for-marketing-technology-companies","status":"publish","type":"post","link":"https:\/\/zetaglobal.com\/news\/what-ccpa-means-for-marketing-technology-companies\/","title":{"rendered":"What CCPA Means for Marketing Technology Companies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"61122\" class=\"elementor elementor-61122\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-af9ee44 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"af9ee44\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-16a916f\" data-id=\"16a916f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74100a9 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"74100a9\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-1  article-hero--has-image\">\n\t\t<div class=\"article-hero__wrapper\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"article-hero__image\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2020\/06\/CCPA-Graphic.jpg\" alt=\"CCPA\">\n\t\t\t\t\n\t\t\t<div class=\"content-eyebrow\">\n\t\t\t\t<div class=\"content-eyebrow__metadata\">September 27, 2023&nbsp;|&nbsp;<span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> &lt; 1<\/span> <span class=\"rt-label rt-postfix\">min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t<h1 >\n\t\t\t\tWhat CCPA Means for Marketing Technology Companies\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-71daeaf elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"71daeaf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-443c315\" data-id=\"443c315\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-47034c2 zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"47034c2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span>On July 1<\/span><span>st<\/span><span>, California will begin its \u201cofficial\u201d enforcement of the California Consumer Privacy Act (CCPA). In other words, it\u2019s the date all companies will go \u201cwithout a net\u201d on their compliance with this new law.<\/span>\n<br\/>\n<br\/><span>Fortunately, Zeta is ready for the legislative change, having completed the bulk of our CCPA preparations prior to the start of 2020.<\/span>\n<br\/><h3><span>What is CCPA?<\/span><\/h3>\n<br\/><span>In its most basic form, CCPA creates rights for California residents modeled on the rights created by existing, but disparate, privacy laws (e.g. <\/span><a href=\"https:\/\/gdpr.eu\/what-is-gdpr\/\"><span>GDPR<\/span><\/a><span>).\u00a0\u00a0<\/span>\n<br\/><h3><span>Zeta\u2019s approach to CCPA<\/span><\/h3>\n<br\/><span>In light of GDPR and other international privacy laws, Zeta decided to extend the rights of CCPA to all consumers in our database, not just those in California.<\/span>\n<br\/>\n<br\/><span>As the owner of first-party marketing data, Zeta created two ways for consumers to exercise their right to privacy.\u00a0<\/span>\n<br\/>\n<br\/><span>#1 &#8211; For data in the Zeta Data Cloud held in an identifiable format, there is a <\/span><a href=\"https:\/\/privacyportal-cdn.onetrust.com\/dsarwebform\/bc2d3301-11a5-4de5-b15e-ce796187a352\/d0720d0f-d427-4a7d-a773-5d6793229f15.html\"><span>request process<\/span><\/a><span> for consumers to complete.<\/span>\n<br\/>\n<br\/><span>#2 &#8211; For data in Zeta\u2019s programmatic engine held with pseudonymous identifiers\u2014but not linked directly to identifying information\u2014there is a <\/span><a href=\"\/rights-request\/\"><span>rights request<\/span><\/a><span> page. This page allows consumers to read their cookies in real time, see personal data displayed back, and decide what they want to do with it:\u00a0<\/span>\n<br\/><ul>\n<br\/> <li><span>Export a copy of the data<\/span><\/li>\n<br\/> <li><span>Delete the data<\/span><\/li>\n<br\/> <li><span>Opt out of the data being used for online behavioral advertising<\/span><\/li>\n<\/ul>\n<br\/><span>Taking things a step further, Zeta also revamped our online privacy policies and internal guidance, while simultaneously ramping up the time we spend talking with clients about how CCPA can be managed at the ground level.<\/span>\n<br\/><h3><span>Dealing with client-owned data<\/span><\/h3>\n<br\/><span>Which brings us to the topic of client-owned data.\u00a0<\/span>\n<br\/>\n<br\/><span>Under the CCPA, Zeta is a \u201cService Provider\u201d with respect to client-owned data.\u00a0<\/span>\n<br\/>\n<br\/><span>When client data is loaded into Zeta\u2019s environment, it\u2019s stored in a secure silo, isolated from Zeta\u2019s first-party data, and from data belonging to other Zeta clients. Zeta does not repurpose this client data, rather, Zeta maintains it to provide services on behalf of the clients who own it. This segmentation protects our clients in a number of ways:<\/span>\n<br\/><ul>\n<br\/> <li><span>Clients never \u201csell\u201d data to Zeta\u00a0<\/span><\/li>\n<br\/> <li><span>Zeta doesn\u2019t sell our first-party data to clients (there are some limited cases that meet the CCPA\u2019s definition of a sale, but in general, Zeta\u2019s platform allows our advertiser clients to reap the benefits of Zeta\u2019s first-party data without ingesting it into their own environments).<\/span><\/li>\n<br\/> <li><span>Our clients get to handle their own CCPA-related consumer rights requests with respect to their first-party data.<\/span><\/li>\n<br\/> <li><span>Zeta can apply \u201cdelete\u201d or \u201cdo-not-sell\u201d assignments from our clients with respect to their first-party data.<\/span><\/li>\n<\/ul>\n<br\/><h3><span>Zeta is stress tested for CCPA<\/span><\/h3>\n<br\/><span>Thus far, Zeta has received over 8,000 data-subject action requests, providing us with an unexpected but valuable opportunity to stress test our readiness for CCPA.<\/span>\n<br\/>\n<br\/><span>In short, Zeta responded to the 8,000<\/span><span>+<\/span><span> requests within the timeframe allowed by the CCPA, so we feel very ready for the July 1<\/span><span>st<\/span><span> deadline.\u00a0<\/span>\n<br\/><h3><span>Data privacy and the future are uncertain<\/span><\/h3>\n<br\/><span>As any privacy professional in the United States will tell you, CCPA won\u2019t be the end of the story.\u00a0\u00a0<\/span>\n<br\/>\n<br\/><span>In fact, California has already certified a new ballot question for November regarding the option to adopt a &#8220;CCPA 2.0,&#8221; known as the California Privacy Rights Act, which would further push California toward European privacy standards. \u00a0<\/span>\n<br\/>\n<br\/><span>CCPA 2.0 will more closely align California\u2019s digital privacy laws with the European Union\u2019s GDPR. It will take enforcement of the CCPA away from the California Attorney General, and put enforcement in the hands of a new state agency (almost like a digital privacy Highway Patrol if you will).\u00a0\u00a0<\/span>\n<br\/>\n<br\/><span>It will also create additional restrictions around the collection and use of sensitive data, which includes data that could be used for identity theft, or to materially disadvantage or harm a person.\u00a0<\/span>\n<br\/>\n<br\/><span>And that\u2019s just in California. There are CCPA-like laws being introduced in more than two dozen states, and there are drafts of similar bills appearing at the federal level as well.<\/span>\n<br\/>\n<br\/><span>At Zeta, we embrace this changing landscape, and we\u2019ve made \u201cprivacy-by-design\u201d an inherent part of our culture. Moreover, it\u2019s why we employ a team of privacy professionals with more than three decades of collective experience to assist our engineers and product development teams.<\/span>\n<br\/>\n<br\/><span>As explained by our Chief Privacy Officer, Ben Hayes:<\/span>\n<br\/>\n<br\/><span>\u201cOur team is closely involved with the technology innovation process at Zeta. We work with the people who are actually developing the marketing technologies of tomorrow, and we help shape their thought process about how those solutions need to work in terms of protecting consumer privacy. We\u2019re always trying to position ourselves to comply with not only the rules that are in force today, but the rules that may be coming next month or next year, and to provide consumers a good experience when interacting with Zeta by being transparent about our practices and giving consumers control over data that relates to them.\u201d<\/span>\n<br\/>\n<br\/>&nbsp;\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>On July 1st, California will begin its \u201cofficial\u201d enforcement of the California Consumer Privacy Act (CCPA). In other words, it\u2019s the date all companies will go \u201cwithout a net\u201d on their compliance with this new law. Fortunately, Zeta is ready for the legislative change, having completed the bulk of our CCPA preparations prior to the\u2026<\/p>\n","protected":false},"author":1,"featured_media":58972,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[329],"tags":[23,159,325,326,327,328],"class_list":["post-61122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-privacy-updates","tag-ai","tag-privacy","tag-ccpa","tag-data-privacy","tag-consumer-privacy","tag-cookies"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":null,"_yoast_wpseo_primary_category":329,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What CCPA Means for Marketing Technology Companies | Zeta Global<\/title>\n<meta name=\"description\" content=\"On July 1st, California will begin its \u201cofficial\u201d enforcement of the California Consumer Privacy Act (CCPA). 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