"That exception may be large enough to give ad tech companies room to argue that they are exempt from the measure, according to Jonathan Mayer, assistant professor of computer science at Princeton. "AB 375 likely won’t have much near-term impact on the third-party online advertising ecosystem," he said on Twitter. "The law has an ambiguous exception for 'deidentified' data, and the advertising sector will argue that it exempts tracking cookies, email hashes, and other common ad identifiers.
Mayer says he believes the bill will have a bigger affect on offline data brokers, retailers and financial services providers -- many of which haven't previously attempted to offer consumers insight into how data about them is compiled.
"There are some problems around data brokers that AB375 has made some progress on," Mayer tells MediaPost. "But AB 375 may not do much to address a lot of problems that have captured our attention around online privacy.""
- Date Published:07/02/2018
- Original Publication:MediaPost Communications