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California Consumer Privacy Act

AdRoll Group is actively preparing to comply with the California Consumer Privacy Act of 2018 (“CCPA”), Senate Bill 1121, which goes into effect January 1, 2020. Over the coming months, we will provide our clients with information about our compliance efforts as well as support as you prepare for the CCPA.

The CCPA is a law that addresses the privacy rights of California consumers. We know the CCPA is still being developed and there are numerous proposed amendments still pending before the California State Legislature, which is causing a lot of confusion and uncertainty. AdRoll Group strongly suggests that you learn more about the CCPA and seek legal counsel to address your specific needs and questions. Even though some aspects of the CCPA are still being finalized, AdRoll Group has identified some changes we plan to implement to comply with the CCPA, including:

  • Updating our privacy notice to include a specific section for California residents identifying CCPA-mandated disclosures of personal information collected, “sold” (as the term is presently defined by the CCPA), and/or shared with third parties and describing California residents’ rights under the CCPA.

  • Providing California consumers with a toll-free number and an online resource to submit requests to exercise their rights under the CCPA (if the amendment to eliminate this requirement is not passed).

  • Ensuring AdRoll Group can respond to consumer requests to exercise their CCPA rights within the 45-day period mandated by the law.

  • Including a “Do Not Sell My Personal Information” link on AdRoll Group’s website to allow another way for its customers’ end users to opt out of the “sale” of personal information if it is determined that either the definition of “personal information” includes the categories of information AdRoll Group collects or the definition of “sale” is determined to include AdRoll Group’s activities in the advertising technology ecosystem, or both determinations are made.


AdRoll Group expects its clients will also need to consider and implement many of the action items identified above.

Below are some additional resources that may be helpful:

Again, we encourage all our customers to consult with an attorney about the CCPA.

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