CCPA Consent Tool & CCPA Compliance for Advertising

By now, you’ve probably heard of the California Consumer Privacy Act or CCPA for short. At the very least, you know that it is a U.S. privacy legislation that will provide consumers with control of their own data. But you may be wondering, how is it different than the General Data Protection Regulation (GDPR) – if it even is? This blog will outline some frequently asked questions about CCPA, CCPA compliance for advertising and what businesses can expect.

Before diving into the potential business impact of CCPA, and what differentiates it from GDPR, let’s start with a look at the new legislation itself.

What is CCPA?

CCPA, the first state-level data privacy law in the U.S., was signed into law in June 2018 by California Governor Jerry Brown. CCPA grants consumers new rights regarding the collection of personal data and will go into effect on January 1, 2020. Under CCPA, the California Attorney General is required to publish regulations between Jan. 2, 2020 and July 2, 2020. As a result, businesses will have until July 1, 2020 to familiarize themselves with the regulations.

Sounds like GDPR…

CCPA and GDPR have their similarities. For starters, both CCPA and GDPR aim to guarantee protection for individuals’ personal data and apply to businesses that collect, use, or share consumer data. But there are also some notable differences.

For starters, CCPA is slightly narrower in scope as it applies to for-profit businesses, while GDPR applies to data controllers and data processors. CCPA and GDPR also fine for noncompliance differently. For example, CCPA enforces financial penalties per violation at a set fee (between $2,500 and $7,500) while GDPR mandates penalties for data breaches and non-compliance, with fines being capped at a percentage of the guilty party’s global annual turnover.

While these are a select few examples, it’s safe to say businesses shouldn’t assume they are CCPA compliant just because they are GDPR compliant. As regulations under CCPA are finalized, the differences could continue to increase.

But my business isn’t based in California

The more important question is where your customers or users live. CCPA applies to for-profit businesses that collect and process personal information of California residents, in addition to meeting predetermined thresholds of revenue or data collection. So, even if you aren’t based in California, CCPA can still apply to your business. And, considering the size of the California economy, ensuring CCPA compliance for advertising will likely affect businesses around the world.

Okay, so what does CCPA mean for businesses and advertising?

We won’t have the full picture until July 2, 2020; the deadline for the California Attorney General to publish the regulations in full. However, you can start familiarizing yourself with the basics of the bill and begin investing in tools and training to ensure your company can meet these new regulations.

A survey of over 1,000 U.S.-based consumers found that 66% of consumers want GDPR-like rules in the U.S. that require brands to provide consumers with greater privacy, security, and control of their personal data. So, in the current digital landscape and era of increased data privacy regulation, businesses must be able to ensure security for consumers while still providing a seamless experience across platforms, or risk being left behind.

Is that all?

For now, but many states are beginning to create their own data privacy regulations. For example, Vermont, Maryland, Washington, D.C, and many other U.S. states are considering passing privacy and data protection laws of their own. Each state having separate regulations could get really complicated for businesses, especially in our interconnected digital age.

Recent research found that most companies are approaching privacy regulations on a case-by-case basis, with two-thirds of privacy professionals agreeing the systems they have in place will not support new regulations. As more and more states pass separate privacy regulations into law, we will likely see an increase of noncompliance and fines across the board. Subsequently, we might see more companies begin advocating for the U.S. to develop its own version of GDPR at the federal level in an effort to simplify compliance for nation-wide companies.

Take it from us

At Ogury, we recognize the challenges in understanding and complying with new data regulations. As a leader in consumer privacy, Ogury has always been ahead of the conversation and requirements for compliance, and CCPA is no different. As regulations continue to advance, we remain rooted in our commitment to helping organizations move into a new era of data responsibility, with GDPR and CCPA consent tools.

We believe that the choice of whether to share or withdraw data should be placed firmly in the hands of the consumer, regardless of whether your company is required to by law.

Mike Pollack, Head of Sales, USA

Mike Pollack Headshot

No one wants to be thought of as a collection of search terms, cookies or clicks. Advances in technology and the ubiquity of devices – mobile, tablet, desktop, connected TV and more – have made it easy to reduce each individual’s persona to their digital signals. For example, a popular third-party data registry drills down my persona to be a Baseball Buyer and an NCAA March Madness fan – both of which, I am not!

While targeting may seem like an incredibly viable marketing tactic – offering specific messaging and promotions based on historical indicators – it is a very reactive form of marketing. Marketers are focusing on consumers’ past instead of their potential future.

Online, consumers want to feel understood, just like they do in real life. When that authentic connection is forged based on a deeper understanding of each individual, every customer can transform from a transactional buyer to an attracted brand ambassador. So how can marketers go beyond targeting to better understand, relate to, and ultimately attract customers to their brand?

Here are three ways for brand marketers to stop targeting customers and start attracting your ideal consumer:

1. Leverage the mobile journey

It’s no surprise that the average consumer spends approximately five hours on their phone every day, and 81 percent have their mobile at arms reach every minute of the day. Mobile phones have become an extension of ourselves. Have you ever checked how much screen time you spend on your own device? Of all the various devices we rely on today, mobile is by far the most personal. Consumers have grown to expect value at every step of their mobile journey — they want what they want, when they want it.

When marketers truly understand the journey, they can also understand the human behind the screen. Mobile Journey Marketing (MJM) allows marketers to see beyond their own siloed domains and obtain a more holistic picture of each individual with whom they are engaging.

When consumers are better understood, they are more likely to proactively seek out and become loyal to a brand rather than engage in a single targeted transaction. Leverage the information derived through MJM to move past targeting to attract customers to your brand through authentic and relevant content.

2. Omnichannel, not multichannel

Nearly three quarters of U.S. adults own desktop or laptop computers, half now own tablet computers, and around one-in-five own e-reader devices. In 2019, the number of mobile phone users is forecasted to reach 4.68 billion. While each device is not the same, they should all be considered in every marketer’s media mix — and should match up with one another.

Today’s consumers are savvy and fluent in digital communication. They expect seamless experiences across all of their many devices that accurately and authentically mirrors the brands they engage with. In order to provide consumers with the optimal user experience, marketers must prioritize an omnichannel strategy rather than a multichannel strategy.

A multichannel strategy is when a marketer simultaneously activates on each platform and device, but does so in a siloed approach. Conversely, an omnichannel strategy incorporates each device and platform seamlessly to develop and deploy an integrated marketing campaign.

While multichannel marketing may feed targeting platforms and goals, the siloed approach fails to provide customers with a consistent user experience that would proactively attract consumers over time. Marketers must prioritize an omnichannel approach to convert transactional relationships into long-term, brand loyalists.

3. Invest in relationships

It’s no secret that customers want to feel valued and important when engaging with a brand. That relationship begins with the brand’s mouthpiece, the marketer.

Above all else, marketers are charged with forging and maintaining meaningful relationships with consumers. But like all relationships, these connections take time and effort to sustain — especially if marketers want to proactively keep customers beyond their path-to-purchase.

Activating with customers while they’re on their path-to-purchase is one step in a much larger track for marketers. Is the customer journey a one-time event? No. Customers who complete their purchase journey are ripe to start a new one. It’s up to marketers to cultivate meaningful relationships through authentic content and communications.

Targeting can push consumers away because of its transactional nature. By focusing on relationship-building and attraction, marketers can develop a trusted relationship with their audience and deliver long-lasting ROI for their brands.

Ogury is committed to identifying ideal consumers for your brand and delivering marketing messages so relevant to each individual user that they become valuable recommendations, not ads.

Have you decided to stop targeting and start attracting your consumers? Reach out to me directly at

Stephanie Sollers, Head of Brand Partnerships

The biggest challenge for my clients today is reaching the right person. How can they reach the right person at the right time to attract them to their brand? Mobile is the answer. Mobile commands user attention like no other channel, with the number of mobile phone users in 2019 forecasted to reach 4.68 billion. It explains why mobile ad placements still get two-thirds of the advertising budget. It’s not an opportunity brands can afford to waste.

And when considering what these users are using their devices for, the biggest app category of all is gaming. An estimated 2.4 billion people will play mobile games in 2019. Given this extraordinary scale, why then do many marketers cringe when thinking of reaching users through gaming apps?

Mobile gaming apps don’t have a great reputation when it comes to advertising. There’s nothing more annoying than an irrelevant banner ad at the bottom of the phone while playing a game. I often hear my clients say that they don’t believe advertising on gaming apps is a premium way to reach their users, and that their users aren’t ‘gamers’. Today’s definition of gamers has changed. In fact, almost everyone is a gamer.

Don’t believe me? Check out the three most common statements I hear my clients say below – statements that turn out to be much more myth than fact.

Myth One: All Gamers Are the Same

When you hear ‘gamer’, the first image that probably pops into your head is a teenage boy tethered to the TV with his controller in hand. Thanks to mobile, that’s no longer an accurate representation. We recently conducted a study with Adverty, a leading immersive advertising platform, to get to the bottom of who today’s modern-day gamer actually is. From our first-party consented data, we found that the average age of Adverty users is slightly older than expected (over 30 years old). Several games also had more women playing than men, such as Subway Surfers (59 percent women) and Jurrasic VR (53 percent women).

According to eMarketer, women are 25 percent more likely to play games on their smartphones than on PCs, and are over three times more likely to play games on their phones than on consoles. These users are immersed in mobile games, virtual worlds or augmenting their reality with the games and apps available on their mobile devices.

Data reveals that not all gamers are the same, so marketers need to expand their awareness of who is playing. Even user activity on games might surprise you. Ogury Active Insights shows that although Candy Crush has a significant market share of 8.1 percent, its active usage was the lowest of the watchlist I looked at, averaging 50.6 percent. In contrast, the apps with the lowest market share, including Words With Friends and Sudoku, had highly engaged users at 86 percent and 80.5 percent respectively. You need to think beyond the ‘gamer’ and start contextualizing the human behind the screen.

Myth Two: All Gamers Are Die-Hards

Another misconception is that gamers spend countless hours in front of the screen. But as I’ve highlighted, anyone and almost everyone can be classified as a gamer now. Think about how much time consumers spend engaging with their phones.  

We’ve become so reliant on our smartphones that we check them every 12 minutes. A report last year found that 40 percent of adults look at their phone within five minutes of waking up. That number increases to 65 percent for consumers under the age of 35.

That’s a lot of screentime.

When it comes to games, mobile has become the most popular channel for all ages, genders and even income levels. Hop on the subway, look over someone’s shoulder at their phone (subtly), and tell me how many people you see playing games. Whether we’re obsessed with a game, or we’re playing it to pass the time, we’re all doing it.

Myth Three: Marketing on Mobile Games is Ineffective

Marketers have the worst perceptions when it comes to advertising on mobile games. We can’t really blame them, though. Gaming apps used to be riddled with pop up ads that completely disrupted the user experience. Now, however, it’s become one of the safest places for brands to advertise and reach consumers, particularly in comparison to social media.

Mobile developers, who previously hated in-app ads are now more open to it, as revenue from these ads is increasing. In fact, one in four consumers have purchased advertised products or services after seeing a placement in a mobile game. These users are fully engaged with the game they’re playing and are engrossed in the app, a prime environment to attract your consumers.

With the advancements in smartphones, the term ‘gamers’ now encompasses a wide variety of people. Mobile has democratized gaming content for everyone. In order to tap into the market, brands need to acknowledge this diverse group of people, understand how much time they spend on mobile games, and reach only the most relevant ‘gamers’.

Fueled by first-party user data, our Mobile Journey Marketing (MJM) solutions have helped clients reach the right person with the most relevant message on the device they use most – mobile. It’s your turn. Give me a shout at to find out how Ogury’s MJM solutions can work for your brand.

Glenn Pape, VP of Sales, East Coast

From coupon clippings to promotional flyers to signage straight out of the 80s, the grocery industry has been ready for digital disruption for some time now. Challenged by the rise of new, convenient pickup and delivery options, players in the industry are under greater pressure to meet the fast-paced, digital and mobile-first lifestyles of their shoppers.  

With the rise of Online Grocery (OG), that change is coming. OG allows shoppers the flexibility to purchase necessities quickly and effortlessly. With digital ordering, buying groceries is just a tap away. Great for the consumer, but a seismic shift for the existing industry landscape. Shopper marketers must proactively prepare for the change in shopping behavior. One of the biggest mistakes a shopper marketer could make would be to treat OG as just another tactic on a media plan. It’s far more than that.

Last year, US online grocery numbers doubled, with nearly half of all Americans now buying groceries online. As Millennials and GenZ-ers increase in buying power, the number of people doing more of their grocery shopping online will continue to grow.

Online ordering allows shoppers to be more judicious with what they put in their shopping carts. As consumers spend less time physically wandering the aisles and picking up items that look good in the moment, CPG and grocery store brands are challenged to find a way to make it off the shelf and into the pantry.

So how can shopper marketers brace for this digital change? Here are three simple, powerful and actionable strategies for winning the OG (and delivery) shopper:

1. Understand the complete user journey

From online, to offline and back again, shoppers are no longer only in one place. Increasing competition makes it vital for shopper marketers to better understand and attract their ideal shopper through the journeys they take.

With today’s shopper being fully connected, their screen time provides an opportunity to reach them whenever and wherever they are via their mobile phones. Shopper marketers must take into consideration their consumer’s mobile journeys to better understand and activate on each person’s path to purchase.

2. Know the key moments

Grocers and CPG brands are uniquely in-tune with seasonal marketing. Understanding the peaks of seasonal shopping is not only vital to the in-store shopping experience, but should be equally mirrored in the consumer’s online experience.

By looking at the complete user journey, such as Walmart’s mobile traffic above, brands can understand their shoppers and strike while the iron’s hot. But to be effective you have to understand how seasonality impacts behavior. For example, as you can see in the above screenshot, Saturday has the highest activity during the second week of August, but this day changes to Friday when you look at September to November activity, highlighting the importance of understanding seasonality when driving conversions.

Shopper marketers should proactively serve shoppers with appropriate promotions for holidays like Easter or July Fourth. Conversely, highlight sales for back-to-school necessities ahead of August and September. Even beyond strict calendar dates, capitalizing on consumer trends (for example, spring cleaning) allows shopper marketers to connect with consumers more effectively.

3. Apply an omnichannel approach

It is vital that shopper marketers know the human behind the screen to engage them effectively, no matter the device. This means launching and maintaining a seamlessly uniform user experience with meaningful and actionable campaigns across mobile, desktop and brick-and-mortar.

For grocers and CPG brands to survive in an increasingly omnichannel world, they need to provide a consumer experience that allows them to transition between these channels smoothly. Mobile insights which are understood by examining the user’s journey will provide shopper marketers with the tools they need to activate across all channels in an effective and authentic way. This will only become more important as the industry further adopts alternative channels, such as voice activation technology.

Voice activation allows shoppers to simply say the word to help them shop. Beginning last month, Walmart customers can say “Hey Google, talk to Walmart” and the Google Assistant will add items directly to their Walmart Grocery Cart. This gives brands the opportunity to get on the shopping list whenever and wherever their shoppers desire, and stay in front of industry trends.

The CPG space is getting more crowded, providing shoppers with more options than ever. Put your shoppers in the driver’s seat with OG. With the average consumer spending approximately five hours on their phone, mobile connects the OG shopper and supports purchase consideration. By leveraging exclusive, high quality, first-party and consented mobile journey data, along with activating on seasonal moments and prioritizing omnichannel, shopper marketers can retain control in the new landscape.

Curious about how to make Online Grocery work for you? Reach out to me directly at:

Heather Nichols, Category Team Lead – CPG

It’s officially May and officially spring, which means marketers are now turning their focus to planning for the next big consumer holidays, Mother’s Day and Father’s Day. For decades, there hasn’t been a lot of fluctuation in audience purchase behavior around these holidays – flowers for Mom and a tie or tools for Dad (with cards and brunch for them both) – and brand marketing pretty much followed the same path.  

As millennials aged into consumers, their gift-giving/purchaser behavior – especially via mobile – has irrevocably changed the marketer handbook. Savvy brands, who are leveraging a mobile-first strategy, have quickly realized that there is huge market potential in attracting the Mother’s Day and Father’s Day consumer.

In fact, 84 percent of Americans will be celebrating Mother’s Day this year and plan to spend an average of $180 per person. Unsurprisingly, given the influx of millennial purchasers, this Mother’s Day is expected to deliver the highest consumer spending to date. For Father’s Day, 77 percent of Americans plan on celebrating the occasion and, in 2018, consumer spending reached $15.3B. With nearly 50 percent of smartphone users leveraging their devices to make purchase decisions for Father’s Day, there’s a significant market opportunity here for the taking.

Despite this huge opportunity, marketers are still struggling to completely capitalize on it. Consumers are worried about how their personal data is collected and used, with a recent survey by IBM Institute for Business reporting that 81 percent of consumers have become more concerned over how companies use their data, and 87 percent think companies should be more heavily regulated on personal data management.

While these concerns might seem insurmountable, instead of relying on third-party data, marketers can plan their Mother’s Day and Father’s Day activations based on insights drawn from a holistic view of their consumer’s mobile user journey with quality consented first-party data. The benefit of understanding a consumer’s mobile user journey after they provide explicit consent, in addition to minimizing concerns over their data, is that it provides marketers with a clear path to purchase. Who is shopping for Mother’s Day? Who is shopping for Father’s Day? Where are they purchasing? When is it happening?   

Not all gift givers are the same

Marketers should take a tip from Mom and Dad. Just like their children, each one of their consumers is special. There are no one-size-fits-all approach when it comes to the Mother’s Day or Father’s Day shopper. While there are some shoppers who will do their gift buying at a retailer, a significant number will opt to spoil Mom and Dad with a nice meal. Great news for fast casual restaurants.

Holistic, consumer-destination views help identify your ideal shopper

We identified that a significant number of Americans plan on celebrating Mother’s Day and Father’s Day (84 percent and 77 percent, respectively). While it’s a big opportunity, it presents a challenge to brand marketers: how can they be sure that their brand or store is relevant to consumers leading up to these gift-giving occasions? Mobile user journey data is extremely useful in this case because it reveals intent.

Everyone has a routine on their phone, and those routines produce behavioral insights. Looking at Ogury Active Insights, we can see that Target app users also engage with cost-saving apps like Ibotta and Shopular, and they also engage with fast food apps like Little Caesar’s and Dunkin’ Donuts. By looking at users of the OpenTable app, we can see that they engage with travel apps like Fly Delta and United, as well as ticketing apps like Ticketmaster and StubHub. Data from those two profiles alone allows markets to make some educated decisions when trying to determine who may be attracted to their brand.

Looking at the insights on Target app users, we can deduce that their customers prioritize deals and value in their purchases, and that they are most active on Sundays. Whereas the OpenTable users might be making plans on the fly. This insight can help marketers determine the types of incentives to help attract customers.

Timing varies:

Keeping planners and improvisers in mind, insight into the pace of purchasing can help marketers plan for a successful activation. Retail purchasers took more of a long tail approach when shopping around the holidays. Looking at the mobile journey data, retailers like Kohl’s and Target saw peak engagement on the weekend before Mother’s Day. Father’s Day saw a shorter window, with the Wednesday and Friday before the holiday showing peak engagement.

When compared with dining behavior, marketers get a clearer picture of the audience. For example, OpenTable engagement peaks on the Friday before Mother’s Day and Father’s Day, while NoWait peaks on the day of both holidays. Retailers can plan for successful activations in the days leading up to each holiday, while restaurant brands could feasibly run their most successful activations on the actual day.

While Mother’s Day and Father’s Day have traditionally been lower in priority compared to the second quarter holidays like Easter, fresh insights show that there’s a significant amount of opportunity for brand marketers to tap into. By clearly illustrating who these consumers are, where they are making their purchases, and when these purchases happen.

Ogury’s MJM Cloud helps refine these insights into actions, all while providing full data control to the user. Interested in leveraging quality consented first-party mobile journey data to reach your shoppers this Mother’s Day and Father’s Day? Reach out to me at

Kevin Fitzgerald, Head of Insights, US

Consent Management Technology and Data Insights

Baseball season is upon us (Go Red Sox!). As fans fill stadium seats with hotdogs in their laps, many don’t realize how much data and analysis goes into a single game. Baseball is packed with numbers and statistics, all used to evaluate the progress and performance of players on their teams. Much like baseball, agencies and brands like yours depend on good data to drive winning campaigns. With the right data, you can power unique customer experiences and deliver the white-glove service consumers have come to expect.

However, in the brand and agency world there has been a huge influx of bad data, causing over a $3 trillion loss in the U.S. alone per year by brands. With more than 7,000 marketing technology providers in today’s landscape, it’s more difficult than ever to ensure the information collected is reliable and relevant to your strategies.

Not unlike baseball, if you run a campaign based on bad data, of course you can get lucky, but statistically, you can expect poor results. Unreliable data also costs more than money. It damages your reputation and diminishes the trust you’ve worked hard to establish with consumers.

So how can you ensure you’re getting the most reliable insights? What constitutes as good data? Below are three factors to help you defend your data and make sure you don’t strike out.

User Consent

It’s no secret that data privacy has been a top concern amongst consumers. One of the biggest reasons for bad data is how it’s been collected. The General Data Protection Regulation (GDPR, California Consumer Protection Act (CCPA) and talks about federal legislations are certainly changing that by forcing organizations to obtain user consent and clearly define how they are collecting, storing and using personal data.

Rather than being forced by government agencies to collect data, why not take a proactive approach and ask your users? With a fully integrated consent and preference management technology, you earn a level of respect from consumers by asking for permission. As a bonus, you won’t have to worry about shady data practices that could get you caught on the wrong side of the law.

Data Source

It’s important to know from where and when your data originated. First-party data is the most reliable, provides the greatest insights and generates the strongest ROI for advertisers. The reason for such great results: it’s data gathered directly from your customers and users. This means focus groups, surveys or your own mobile analytics.

You can also look at second-party data to expand and provide context to your own insights. In baseball, coaches use a combination of first- and second-party data to determine their game strategies. Data insights into their own team’s performance (first-party) are augmented by a number of second-party insights like field conditions, opposing team data, etc.

The more context and understanding of where your data originated from, the more you can better tailor your marketing strategies to meet consumer demands.

Actual vs. Projected

One of the more difficult factors is determining if the data on consumers are projected or actual. While surveys and focus groups provide great first-party data, consumers tend to project themselves in a different light rather than answering honestly.

When a manager asks a pitcher if he can still pitch, the answer will always be yes. No matter how exhausted that pitcher really is, he wants to finish the game. Managers rarely make decisions based on this answer since it’s based on what that pitcher hopes he can deliver instead of what he actually can.

Rather than using these projected data insights to fuel campaigns, it’s more accurate for you to use device-level or actual data. This ensures you’re acting upon information based on behaviors that actually happened. That’s all that sabermetrics relies on to determine the performance of each baseball player — the number of hits, strikes, runs and more. They don’t project how the players could be, they obtain and act upon information that most recently occurred.

It’s important to build your foundation on good data. Consent and preference management technology provides clear consent from your consumers, a better understanding of where your data came from and actual behavioral insights, you can accurately apply your good data to create the next moment of opportunity and turn your target audiences from browsers to buyers.

Ogury’s consent and preference management technology, only uses fully consented, device-level data. Our purpose-built AI solutions turn these insights into action, and fuel some of the world’s leading campaigns. 

Mike Pollack, Head of Sales, USA

Mike Pollack Headshot

It’s no secret that big tech companies’ data privacy practices have been put under the microscope over the past year. Executives from Apple, Google, Facebook, Twitter, among others, have been called before the Senate Commerce Committee for a public hearing regarding their use and protection of user data. Chances are, each time you visited the homepage of your favorite news outlet over the past year you were greeted with a story around the latest company Congress had called to testify.

Facebook arguably had the most to prove. CEO Mark Zuckerberg spent two days and nearly 10 hours testifying in front of Congress this time last year regarding the company’s data security practices around the high-profile 2016 election, Cambridge Analytica scandal, and beyond.

After years of continued misuse of user data, the duty is now on Facebook and other big tech companies to prove to its users that it is not only capable, but deserving of utilizing its user data to create better experiences for consumers. And Facebook appears to be dedicated to doing just that.

The company has received considerable pressure from Congress and its users, but Facebook appears to be learning from its experience, listening to its critics, and taking steps in the right direction.

Advocating for Stronger Data Regulation

Earlier this year, Mark Zuckerberg shared his new vision for Facebook with the primary focus on data privacy. The vision is centered on six key principles: private interaction, encryption, reducing permanence, safety, interoperability, and secure data storage. It is no coincidence that these are specific areas where Facebook’s integrity has come under question over the past few years.

These new guiding principles can — and should — be perceived as an effort by Facebook to take more responsibility to safeguard its users’ data, in addition to educating its users on how their data is being used, rather than leaving them to comprehend an ambiguous and jargon-filled consent notice.

While Facebook has been working to implement its own internal regulations, the company has another set of regulations it should also be preparing for under the California Consumer Privacy Act (CCPA). CCPA will require companies to provide an opt-out to data sharing, clear statements of what data is being collected or shared with third-parties, and the right for users to delete data about themselves. Facebook’s ability to comply with these new standards will be a crucial step in its journey to regain its users’ trust.

But the social giant does not seem deterred by CCPA. In fact, it’s calling for even more regulation. Recently Mark Zuckerberg began a petition for the internet as a whole to adopt new rules, leading the way for big tech companies to alter their strategy to put the user first. This is a refreshing narrative that I hope to see more companies support.

Establishing a User-First Culture

In the existing era of accelerating regulation, users are becoming increasingly aware of how their data is being used and their rights around that usage. Subsequently, it’s crucial for big tech companies’ success that they initiate a new relationship with users built on trust and transparency. There can be mutual value for both companies and users themselves from the insights garnered from their data. But before organizations continue profiting from these insights, they must prioritize and protect users.

Facebook’s actions have shown that the company is willing and wants to reform its internal policies and processes around user data, establishing a user-first culture. It will be a long and bumpy road ahead, but the company has set off in the right direction.

Lessons for Companies from Facebook

Facebook’s mistakes and next steps should serve as a lesson to us all. Like Facebook, companies can work to gain the wary consumer’s trust by volunteering to be transparent instead of waiting for lawmakers to enforce transparency upon them. According to a study by Label Insight, 94% of consumers are likely to be loyal to a brand that offers complete transparency, while 73% would pay more for a product that offers transparency.

Companies spend so much time trying to determine what consumers want that they miss the answer. Consumers want transparency. Rather than entirely focusing on how to utilize consumer data to achieve business success, companies should invest more resources in improving communication with consumers around how they utilize and protect their data. This means simpler privacy policies and clearer consent forms.

This will not be an easy change, but it is a necessary one.

At Ogury, we are committed to a user-first ecosystem and are both GDPR and also CCPA compliant. We believe in empowering end users to make informed decisions about their data and only generate data that users have explicitly opted-into sharing. We are dedicated to helping organizations move into a new era of data responsibility.

Raphaël Rodier, Global CRO

Raphael Rodier