The CCPA release is creating stress for ad buyers as they are losing the ability to make use of the data for a big part of the US ad targeting population.

California Consumer Privacy Act (CCPA)

This refers to state-level privacy enactment somewhat in terms of GDPR however, GDPR is “opt-in” for sharing information and CCPA is “opt-out.” It is only valid in California as of now, though it is expected that other states will adopt some sort of privacy considerations into law in the coming time.

Basic Rules

  • Every information taken must be transparent about what data is collected, the use of it, and any third-party app it might be shared with.
  • A business has to get rid of the data if the user requests it.
  • the consumer has the option to opt-out for their data being sold
  • CA authorities have the right to fine for any violations however it not clear that how does it apply to companies that are out of state since it is only a CA law
  • Business can offer financial benefits for letting to collect data.

It is not necessarily applied to every business. Particularly refers to businesses with gross annual revenue more than $25m, those with more than 50,000 users’ worth of personal information, and those who earn half more than that the annual revenue from selling this information.

Impact Of This On Facebook And Instagram Ads?

Facebook declared a new feature known as Limited Data Use which automatically applies to every Facebook business account and particularly to users in California that ads are targeting. Its ain is to limit the personal information but still, there are confusions about what actually does this means. Programmers will finally put an “LDU flag” to the Facebook pixel to showcase specific events.

Advertisers have the option to toggle the enablement of the consumer data if they have put the LDU flag:

Limited Data Use
Image Source: Search Engine Journal

How do Ad Buyers Prepare?

David Herrmann, a Facebook enterprise-level Ads expert for DTC direct to consumer space shown the plans for his clients as it hits in July.

“For us, in the month of July we’re splitting out CA into its own campaigns for any that have over 10% of conversions coming from CA,” he said. “Due to the limited use feature, especially on FB, we want to make sure we’re tracking things correctly regarding ROAS. With CA conversions apparently not being properly attributed, we want to keep that in mind.”

Impact got bigger the last week, the main fear for the advertisers was less data on California users will affect the targeting and evaluation on the platform. This, therefore, means Facebook will have fewer data will likely result in lower results.

Herrmann’s Tweet

Followed up tweet bringing crucial change excluding California from the ad targeting

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There are confusions about the reach of CCPA, some businesses may not be even aware of the fears it applies to them. Just like the GDPR happened and the businesses in the US were not prepared for it, not running in the area that is affected seems to be the instant step. As it goes and the rules getting clearer to companies specifically with respect to the data they house it will become a new norm. So it is better to update your Facebook pixel and take short term steps to save your advertising spend.

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