Why digital advertisers are concerned about California's latest privacy law

Californians passed a new privacy law that gives the state more power to squeeze companies over data practices—particularly as they relate to advertising—and the industry is concerned about a hodgepodge of similar laws sprouting all of the U.S. Meanwhile, a divided Washington might not step in to offer consistent national guidelines in 2021, leaving brands at the mercy of 50 separate data policies.

“It’s definitely way too soon to understand how this will impact companies,” says Derek Zolner, VP of legal affairs at Centro, a digital marketing platform. “But along the way, this is going to be a strong business for consultants and advisors for implementation and compliance.”

As for the everyday consumer, they will “notice little or no change to their daily commerce nor their media consumption,” Zolner says.

Read more (subscription) in Advertising Age.