As states enact their own privacy laws concerning online advertising, marketers mull the conflicts and consequences over overlapping regulations
Why it matters — Colorado's Governor signed into law the "Colorado Privacy Act" (CPA), which, among other things, requires companies to give consumers a universal mechanism to opt-out of targeted advertising, sales of data, and more with just one click. However, publishers, marketers, and vendors are concerned that the requirements may conflict with other state's laws and existing standards. In other words, each law and guideline means a new build for various technical standards even though industry opt-outs already exist with new standards coming. Over the next few years, we'll see confusion while the industry aligns policies, practices, and technical standards to meet various state and global requirements. Without alignment, it's nearly impossible for a multi-sided marketplace of various players to collect, share, and use data in different ways to work together.