Good morning, have you noticed any CCPA language online yet? 

The California Consumer Privacy Act — the first iteration of the EU’s GDPR to hit the U.S. — took effect on New Year’s Day. The law, which requires websites to include a “Do Not Sell My Personal Information” link on their homepage, is seeing less than enthusiastic adoption among many major brands and publishers.  

MarTech Today’s Greg Sterling, who is based in California, received numerous emails from publishers about privacy policy changes, but has had a difficult time finding the legally-required “Do Not Sell My Personal Information” link on publisher sites. “I finally started seeing them at the end of last week,” reports Sterling, “However, the notices were often very inconspicuous, perhaps as a test of minimum compliance.” 

A number of major brands and publishers, including Pandora, Hulu, The NY Times and, had failed to give the legally-required opt-out link prime space on their site even though CCPA laws state websites must include a “clear and conspicuous” link on their homepage. Time will tell how little these sites can get away with in terms of following regulations, but the onset of the law is showing lackluster participation. 

In the face of privacy regulations and elimination of third-party cookies, PubMatic has launched Identity Hub, an ID management solution that will add an extra layer to its Prebid User ID module. The platform aims to give publishers the ability to manage multiple IDs for each ad impression, while simultaneously ensuring advertisers can recognize and bid on their desired audiences.

News Corp has agreed to sell its video platform Unruly to Tremor, a video ad tech company. News Corp will retain a small percentage (6.91%) of the platform’s video ad business and is getting a seat on Tremor’s board. The deal puts News Corp’s stake in the business at approximately $25 million (well below the $90 million it paid to acquire it in 2015) and makes Tremor the exclusive seller of outstream video ads on News Corp’s more than 50 digital publications. 

We’ve got much more for you below, including funding news from BigID and BlueConic. 

Amy Gesenhues,
Senior Editor


New challenges ahead for attribution, starting on Safari

I think the biggest thing facing digital marketers from a measurable point of view is intelligent tracking prevention. ITP is going to impact the way we handle attribution and the way we think about our ability to measure across Safari.

It doesn’t sound like a big deal to a lot of folks, but we’re going to see about 30% to 40% of data being lost for Safari users in the future, which is going to make it really hard as we think about the future of these platforms. Where do we go from here? It’s a very hard decision to make for a lot of marketers.

Simon Poulton is senior director of digital intelligence at Wpromote and SMX speaker 


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MarTech Minute

BigID raises $50 million to help drive global enterprise compliance

BigID brings total funding to $100 million after Series C. The funding is intended to help the data intelligence platform expand its global engineering and sales teams in order to meet the growing need for data privacy, data governance and protection. The platform seeks to help enterprise organizations analyze their data collection processes at scale. “Privacy and governance of personal data is a defining 21st-century problem as commerce and communication shift online,” said Dimitri Sirota, CEO and co-founder of BigID. “However, ensuring the integrity and protection of personal data requires companies go beyond privacy policy and process and deliver customers true data-level accountability and transparency.” 

CDP BlueConic raises $13 million in Series B. The latest round brings BlueConic’s total to $25 million. Last year, the customer data platform updated its consent management capabilities to support worldwide consumer privacy regulations and launched its predictive modeling capabilities in the platform for marketing and data science users. “Most brands still lack a single source of customer data truth down to the individual level that is accessible in real-time to marketers and their activation channels,” said BlueConic CEO and co-founder. “That’s why we’ve designed our CDP from inception to meet the ever-evolving needs of the marketer, and we’ll continue to build on that foundation of flexibility.”

SRAX launches ad targeting with opt-in data. Digital marketing and consumer data management tech provider SRAX says its platform “enables people to own and earn from their data.” The platform claims to have over 16 million global users, offering a CCPA compliant data set. As CCPA affects what data can be used for targeting purposes, first-party data is becoming even more valuable for brands. The platform offers informed opted-in consumer data from survey responses, integrations with consumers’ online accounts and other customer journey touchpoints.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

A Cheat Sheet For Marketers In 2020 – Forbes

Metadata, SEO, IT Collaboration and Other Principles of Content Generation – CMS Wire

5 ways B2B automation will transform your ecommerce business – Get Elastic

Splitit Joins Magento Technology Partner Program – Multichannel Merchant

5 trends that will move mobile marketing in 2020 – Mobile Marketer

This Year, Brands Will Seek Out Incrementality – Street Fight

Microsoft Researchers propose face-swapping AI and face forgery detector – VentureBeat