🔊 CCPA 2.0?

Plus, how important is marketing operations anyway? Nov 05, 2020 Good morning Marketer, does your organization have a marketing operations department? Our sister site MarTech Today recently hosted a discussion with leading marketing operations managers on how essential the role has become as the range and sophistication of marketing technology continues to grow. MarTech Today Editorial Director Kim Davis hosted Darrell Alfonso, Global Marketing Operations Manager at Amazon Web Services, and Steve Petersen, Marketing Technologist at Western Governors University, for the discussion. In the end, the group spoke at length about MOPs function, and the ways these professionals support marketing. [Take a look at the session here](. And if you have any stories to share about how your organization does or does not embrace MOPs, let me know at hpowderly@thirddoormedia.com. Henry Powderly,VP, Content Privacy CCPA 2.0 passes While another vote count is getting most of the attention right now, it’s worth taking a moment to explore the California Privacy Rights Act of 2020 (CPRA), which passed on Tuesday. Known in some quarters as “CCPA 2.0,” CPRA was intended by its sponsors to expand and strengthen CCPA. What it does, when it would take effect. CPRA would not take effect until January 1, 2023; until that time CCPA would remain in effect. CPRA expands rights and imposes new requirements on businesses. Among other things, CPRA does the following: - Prevents businesses from “sharing” personal information (PI) - Limits use of “sensitive personal information,” including precise location, race, religion, sexual orientation, social security information, specified health information and other categories of PI - Prohibits retention of personal information for longer than necessary - Triples penalties for violations involving minors under 16 - Creates a new “California Privacy Protection Agency” to replace the attorney general’s office as the statute’s enforcer - Expands the private right of action for consumers - Creates new obligations for opt-out links New definition of a covered business. CPRA slightly changes who is a covered “business” and thus who must comply. It will both expand and, in some cases, exempt businesses. For example, to be a covered business under CPRA, one of the following must be present: - The business derives at least 50% of annual revenue from sharing or selling the PI of California consumers - The business has gross revenue over $25 million - Buys, sells or shares the PI of more than 100,000 California consumers/households. Devices no longer count The third bullet is the major change, upping the number of consumers/households from 50,000 under CCPA. This means that more small businesses will be outside the scope of CPRA. However, as mentioned, CCPA with its lower threshold would still apply until 2023. Why we care. The impact on digital marketing may be significant. The concept of information “sharing” is much broader in scope than selling; however, the opt-out rule is qualified by the idea of behavioral or interest-based targeting. This would appear to still permit sharing of data with agencies and marketing vendors. In the end, this remains an opt-out scenario rather than opt-in, as under GDPR. As a practical matter, under CCPA, most consumers do not opt out because of the [complexity and time involved]( in doing so. CPRA wouldn’t necessarily change that. Things like IDFA deprecation and the elimination of cookies may ultimately be more consequential to marketers. [There’s more analysis here >>]( Webinar Today! Ready for Anything--How to Infuse Agility into Your Marketing Strategy Change has come to define the past year, and it will probably define the next one, too. Some marketers are exhausted from pivoting from one surprising development to the next. But it doesn’t have to be this way. Operating with agility can help you succeed today, stay ready for anything, and even save both time and money. Join this webinar to learn more. [RSVP Today »]( For those running CDPs, the platform is critical for their customer data strategies [Sponsored by Treasure Data]( Marketers currently using Customer Data Platforms (CDPs) consider these platforms nearly as valuable as CRMs and DMPs when it comes to wringing value out of their customer data. That’s according to a survey of U.S. marketers using CDPs in companies with more than $500M of revenue annually, which was undertaken in July and August by Advertiser Perceptions and sponsored by Treasure Data. Treasure Data CMO Tom Treanor and Stuart Schneiderman from Advertiser Perceptions shared the survey results in a session at the MarTech conference recently. The results provide very interesting insights into how marketers currently using CDPs view the technology: what they’re relying on it for, how it fits into their stacks and what value it provides. [Read More>>]( Explore the SMX agenda now! Forward-thinking keynotes from Areej AbuAli and Mike King, 45+ tactic-rich SEO and SEM sessions, 1:1 community networking, and more. Book your SMX pass by November 14 for just $199! [See the agenda »]( Social Short Snapchat adds option to show follower counts Snapchat users with public profiles will have the option to show their follower counts, [Tubefilter]( first reported. “We’ve listened to feedback from our creator community and many of them expressed interest in having the option to show that their community on Snapchat is growing,” a Snapchat spokesperson told Tubefilter. Why we care. Follower counts are more than just a vanity metric when it comes to influencer marketing. They can help indicate how big a creator’s footprint is on a platform to brands looking for creator partners. Snapchat also debuted [creator profiles]( this fall for users with “an engaged following” that offer reach and engagement analytics and other features that can help facilitate brand and creator partnerships on the platform. [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.