Everyone who owns a digital property (Website Publishers, Ad Agencies, etc.) in today's expanding digital world should adhere to IAB and CCPA compliance standards.
If a user requests to opt out of the sale of their personal information, the website publishers should not transmit this information to Ad Agencies, or Marketing Agencies.
Under CCPA, a service provider must be a signatory of a contract that forbids the service provider from using the user's personal information for any reason (to provide any service like presenting personalized ads, or marketing content) other than providing the service specified in the contract. Website publishers need to make sure that the service providers follow the contract. This contract is known as LSPA (LImited Service Provider Agreement).
Privacy Pillar provides an LSPA feature to Website publishers. They can enable the feature if it is applicable. Then the US privacy string (the technique used by IAB vendors to transmit the user's choice to downstream entities) sends an opt-out signal to all the downstream entities. The Marketers or ad agencies receive that signal and opt out of that user. Then these agencies provide only those services (advertising that is entirely unrelated to the user's personal info) mentioned in the LSPA contract.
1. The US Privacy String for the website user is set to 1YYY for opt-out of sale, and LSPA is enabled.
Version 1 of the US Privacy string is being used. (1)
The digital property has provided explicit user notice. (Y)
The user has made a choice to opt out of the sale. (Y)
The digital property is operating under the Limited Service Provider Agreement. (Y)
2. The US Privacy String for the website user is set to 1YYN for opt-out of sale, and LSPA is disabled.
Version 1 of the US Privacy string is being used. (1)
The digital property has provided explicit user notice. (Y)
The user has made a choice to opt out of the sale. (Y)
The digital property is not operating under the Limited Service Provider Agreement. (N)
To learn the details about LSPA, please visit this link.