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As 2019 nears an end, there’s still one topic on every advertiser’s mind: data privacy. 

2019 was a big year for consumer empowerment, and for good reason. With the world becoming increasingly more digital every day, digital consumers are constantly submitting their personal information across websites, mobile applications and other technologies that they are often times unaware of. 

Although data sharing is a two-way exchange, the advertising industry has been tasked with increasing transparency about what information is being collected, how it is being collected and how it will be used in order to provide more consumer protection. GDPR was one outcome of this in 2018 for the EU and EEA as they start enforcing publishers to request consumer consent before collecting personal data. The CCPA is California’s answer to this same protocol, going into effect on January 1, 2020.

What’s new? 

This month, the IAB  Tech Lab published the finalized v1.0 U.S. Privacy Technical Specifications for meeting CCPA compliance. The update outlines the following three specifications which are ready for industry adoption:

  1. U.S. Privacy String: Supports data format for information about disclosures made and choices selected by a user regarding consumer data privacy.
  2. U.S. Privacy User Signal API: Specifies a lightweight API that may be implemented by digital properties for web and mobile in-app to represent U.S. privacy signals.
  3. U.S. Privacy OpenRTB Extension: Outlines a mechanism to support communication of U.S. privacy signals within the scope of CCPA compliance. 

What is the CCPA?

Earlier this year, the California Attorney General announced changes to the CCPA that will require all advertisers to give California residents the right to opt-out of the sale of their information starting January 1. This is enforced by requiring websites to feature a clear and prominent link immediately upon visiting that informs website visitors their online data will be collected if they do not choose to opt out.

At its core, the CCPA was designed to do the following:

  • Give consumers ownership of their personal data 
  • Give consumers control over the information that is collected 
  • Give consumers security and hold businesses responsible for protecting personal information 

While ‘CCPA’ stands for the California Consumer Protection Act, don’t let the title of this law fool you. It’s wise for advertisers in all states to meet the CCPA’s compliance as the regulation and protection of personal data collection becomes more and more prevalent.

What is Coegi doing?

While data privacy compliance is primarily in the hands of publishers, Coegi is taking precautions and has technology and best practices in place to meet both GDPR and CCPA compliance.


Additionally, Coegi has been working with premium contextual partners such as Peer39 to develop advanced contextual targeting strategies that do not depend on personal data. These strategies are based on buying ads based on the content they will be appearing next to. Our partnerships let us refine broad page categories to narrow in on specific keywords that are unique to our advertisers services and products. This targeting does not use cookies, rather it utilizes web crawlers that can search through content to find keywords which can be both positively and negatively targeted.

If you are currently running a campaign with Coegi, no additional steps are needed but it is important to stay inf
ormed of current standards and regulations. If you have questions or comments about how this may affect your campaigns, please reach out to your Account Manager or send an email to [email protected].



Author: Ashlee Czapla, Marketing & Account Manager