How Expansion of Privacy Laws Adtech Standards Limits Third Party Data Use for Retargeting

Comprehensive data privacy laws and new advertising technology standards limit companies’ ability to combine their first-party audience information with third-party data. It all started with California passing the nation’s first comprehensive data privacy law, the California Consumer Privacy Act, which allows consumers to opt out of the sale of personal information. This had a significant impact on the adtech ecosystem as many businesses stopped sharing data with third parties to avoid being sellers of personal information under the CCPA.