Geo-Fencing in the Land of CCPA

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California Coast

We came across this Forbes piece in our daily read of the industry recently, and thought it was worth sharing:

“It’s true that every click, share, and like produces a wealth of data. It’s also true that companies, publishers, and anyone serious about running a profitable business with an online presence want to collect data on user website visits. Technologies that collect this data empower sites to better understand their consumers and deliver a better user experience…users should have the ability to decide how much personal information they share online. Websites and search engines should be more transparent about how they use and share data (if they do).”

And, that’s where the CCPA, The California Consumer Privacy Act (CCPA) that went into effect January 1 comes into the picture.

January Spring has your back on this.  Our team, and our vendor partners, are confident that how we handle geo-fence addresses and other personal data is already compliant.  If a California resident has opted-out, through CCPA, we won’t include the in our targeting.  It’s that straightforward.

Let’s not lose sight of the value both advertisers and consumers gain from targeted ads. When done right, those ads are relevant, timely, and create engagement.  What do we always say? “Right message, right time, right audience.”  CCPA doesn’t change that core marketing principle.  If anything, it strengthens it.

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