Google will adopt the IAB Tech Lab’s standards to comply with California’s privacy law that takes effect next year. The company’s Google Ad Manager, AdSense, AdMob and DV360 platforms will support the California Consumer Privacy Act (CCPA) on Jan. 1.

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Google is weighing whether to adopt the IAB Tech Lab’s technical specifications for other products. Google won’t use IAB’s standard contracts for its CCPA compliance framework because it has product-specific contracts with existing partners, AdExchanger reported, citing a Google spokesperson.

The IAB Tech Lab’s technical specifications allow for real-time bidding (RTB) while limiting data sharing when consumers opt-out of the sale of their personal information. The industry group released its technical specifications for the compliance framework on Nov. 18. While the law does take effect on Jan. 1, California will have a six-month grace period before enforcement begins, according to the state’s attorney general.

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Source: https://www.marketingdive.com/news/google-will-adopt-iab-tech-labs-standards-for-california-privacy-law/568497/