Three of the most prominent businesses in the U.S. are taking steps to change their services to comply with the California Consumer Privacy Act.
Google Parent Alphabet Inc. GOOGL,
GOOG,
, Facebook Inc. FB,
, and Amazon.com Inc. AMZN,
are the top three digital advertising revenue collectors in the U.S., putting themselves at risk from the CCPA, which California Attorney General began enforcing this summer. The three companies account for 62% of the digital advertising market, as a combined $ 83.8 billion by 2020, according to researcher eMarketer.
The most vulnerable, Facebook, endorsed CCPA as a potential headwind in its second-quarter call conference in late July. The social networking giant is expected to raise nearly $ 80 billion in advertising revenue by 2020, and has taken steps to comply with the law.
See also: California Landmark Privacy Act is Facebook’s Next Nightmare
The business models of Google and Amazon are more diverse – each has in addition to advertising sales a multi-million dollar cloud and e-commerce based businesses. However, both have made changes to comply with CCPA.
• Google unveiled technology tools for advertisers and publishers in November, enabling them to disable personalized ad traffic and limit how data is processed through Google Ads, App campaigns and Google Analytics.
Google also adopted the technical specifications of the Interactive Advertising Bureau’s Tech Labs for CCPA compliance, enabling opt-out requests and restricting data processing for AdSense, AdMob, and Ad Manager.
• Amazon’s Strict Data Guidelines prohibit Amazon.com sellers from using a customer’s personal data to do anything other than fill out orders and perform vital customer service related functions. An addition to Amazon’s API Advertising License Agreement addresses the onus on who uses the API to comply with “all applicable data protection laws and regulations (for example, GDPR, CCPA.)”
Another Amazon policy sets incomprehensible rules for using their comment and conversion pixels.
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