In an op-ed for AdExchanger, Lotame Vice President of Global Privacy Tiffany Morris argues why the California Consumer Privacy Act of 2018 hurts the advertising industry. Morris writes the law was built on the “false and contradictory assumptions” that the use of data for marketing and analytics purposes is harmful to consumers and that individuals accurately know the economic benefits companies gain when their information is processed. “To be effective, a piece of legislation should reflect and promote underlying policy,” Morris writes. “In the case of AB 375, the policy motivations are not clear. Is the law trying to protect consumers from the privacy risks of big data and automated decision-making? Or are we trying to transfer the economic value of big data from companies to consumers?”
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