In this piece for AdExchanger, Network Advertising Initiative President and CEO Leigh Freund explains why organizations should avoid designating their advertising technology partners as service providers under the California Consumer Privacy Act. Freund writes an overreliance on this approach could have an overall negative impact on a company's business, as "the CCPA’s strict requirements on how service providers are permitted to use personal information may prevent vendors from engaging in the data processing necessary to provide their services or limit them to the point where their services are rendered ineffective."
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