[ANA] California’s Data Privacy Law Stirs Uncertainty for Marketers

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They will need to invest precious resources in doing custom software development that is not core to their business," says Tim Shea, CEO and founder of Latticework Insights, a data science agency. "Marketers will have to build new applications to handle these types of one-off data requests, deliver the data, and remove the data, all while keeping their systems intact. It's going to require an investment that a lot of companies haven't been preparing to make."

Legal, financial, and compliance issues notwithstanding, it's the changes to marketing technology stacks that the CCPA is going to drive that may be the biggest problem, Shea contends. "With browsers eliminating third-party cookies, marketers will have no ability to track individual users' paths across channels," he says.

Even with data clean rooms such as Google's Ads Data Hub, marketers will no longer have any way to see how many ads a user has been served holistically. "This makes advanced KPIs like multichannel attribution impossible, but even more traditional marketing strategies like frequency optimization will become more difficult to execute accurately — and checking accuracy will be even harder," Shea says.

—Tim Shea, Founder/CEO of Latticework Insights