‘Careful What You Wish For,’ Ad-Tech Firms Respond to Privacy Mandate

Not even a month old, CCPA is already having unintended consequences

the state of california outlined in front of an eye
Similar to GDPR, Big Tech is expected to benefit from CCPA. Photo Illustration: Dianna McDougall; Sources: Getty Images

Today, if you can believe it, is the 14th annual international Data Privacy Day, and as the ad-tech industry marks off Jan. 28 on the calendar, companies are reflecting on the early impact of the California Consumer Privacy Act.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.