Justin Scarborough, programmatic director at independent ad agency PMG, said he never expected a huge onslaught of opt-outs as a result of CCPA."We kind of knew going into it as long as it was an opt-out and not opt-in type of scenario... I don't think we were expecting to see a shock to the system," he said.
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Tech changes will have real impact Agencies like PMG have pushed away from third-party data amid pressure from regulators and impending changes in the technologies that undergird digital advertising.
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CCPA is having a an impact though, just indirectly.It has inspired potential privacy laws in other states, which, in turn, has put even more pressure on federal lawmakers to pass a comprehensive national law that industry hopes will simplify compliance....
"The bigger impact is going to be the technological changes," he said."The legal changes reflect a sentiment; tech changes reflect some action to change that."
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