What CPRA means for marketers; David Cohen of the IAB on how digital advertising is adjusting to disruption

On November 3, voters in California approved Proposition 24 to pass the California Privacy Rights Act (CPRA). The final result was closer than pre-election polls suggested, but 56% of voters approved the measure, nonetheless. November 18, 2020 [What CPRA means for marketers; David Cohen of the IAB on how digital advertising is adjusting to disruption](/P020M0DSpL0QfL0T0AeGA93)   On November 3, voters in California approved Proposition 24 to pass the California Privacy Rights Act (CPRA). The final result was closer than pre-election polls suggested, but 56% of voters approved the measure, nonetheless. CPRA builds on the California Consumer Privacy Act (CCPA). When it takes effect in January 2023, CPRA will enshrine a tougher set of data privacy rules for businesses, give consumers more rights on how their data can be used, and establish a separate agency for rule-making and enforcement called the California Privacy Protection Agency (CPPA). For marketers already struggling to meet compliance deadlines for CCPA, CPRA represents another legal hurdle, and one that will be lot more onerous than what they currently face, at least for large marketers who have data on more than 100,000 households (as opposed to the 50,000 threshold under CCPA). If the act goes into effect in 2023, most personalized advertising will no longer be possible in California, and many parts of the data ecosystem will struggle to adapt. [Read the full article.](/P020M0DSpL0QfL0T0AeGA93) [Drive Marketing Outcomes in the New Normal]( With only 25% of CMOs feeling confident in their ROI measurement, understanding how to develop a full-funnel marketing outcomes approach is more important than ever. [Get free guide here]( [The Executive Roundtable: David Cohen of the IAB on how digital advertising is adjusting to disruption](=/P020M0DSpL0QfL0T0AeGA93)   David Cohen, CEO of the Interactive Advertising Bureau (IAB) joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss how digital advertising is adapting to changing times, including the growth of the connected TV ecosystem, developments in privacy regulation, the quest for marketing attribution, and the need for identity resolution in a post-cookie world. [Listen in.](=/P020M0DSpL0QfL0T0AeGA93) [chart-image](=/P020M0DSpL0QfL0T0AeGA93) [How Marketers can Succeed in 2021]( With a backdrop of a rapidly evolving landscape, marketers in nearly every industry are navigating the ongoing impact that the pandemic has created. Infutor put together a guide of what brands and marketers can learn from surviving 2020, and apply strategies to ensure that they’re thriving in the next year and beyond. [Download]( [Report: 2020’s Biggest US Forecasting Shocks](   COVID-19 undermined many of our pre-pandemic US forecasts, but insight can now be gleaned by examining the difference between what we thought would happen as of February 2020 versus what our forecasts now show. This report includes highlights of US forecasts that we revised most significantly because of the coronavirus pandemic. [Read the executive summary.]( [chart-image]( [Disability representation still lackluster in marketing](=/P020M0DSpL0QfL0T0AeGA93)   Many marketers routinely target people with disabilities with “one size fits all” ad campaigns or exclude them altogether. [Read the article.](=/P020M0DSpL0QfL0T0AeGA93) [chart-image](=/P020M0DSpL0QfL0T0AeGA93) ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/P020M0DSpL0QfL0T0AeGA93) | [Change email address](=/P020M0DSpL0QfL0T0AeGA93) | [Update preferences](/P020M0DSpL0QfL0T0AeGA93) | [Advertise](=/P020M0DSpL0QfL0T0AeGA93) [Select "Research Submissions"](=/P020M0DSpL0QfL0T0AeGA93) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/P020M0DSpL0QfL0T0AeGA93   =/P020M0DSpL0QfL0T0AeGA93