What is the California Consumer Privacy Act?
The California Consumer Privacy Act (CCPA) is a California law focused on privacy and data sharing that came into effect on January 1, 2020. It applies if you’re doing business with Californian residents and you meet one of the following criteria:
- You buy, sell, or share personal data of 50,000 Californian residents or their devices for commercial purposes.
- Your gross revenue is more than $25 million.
- You derive at least 50% of your firm’s annual revenue from sharing personal information of California residents.
Companies will have to state what information they are collecting from consumers and whom they are sharing it with. Consumers will also have the ability to opt-out of certain types of data sharing.
Google has started offering provider terms compliant with CCPA. Service provider terms will be made available alongside new tools so that restricted data processing can be enabled.
Restricted data processing acts differently for multiple Google products. When a publisher enables restricted data processing, Google will start to serve non-personalized ads that are not based on past data from users but use contextual information for targeting purposes. Publishers must decide for themselves the extent of using restricted data processing.