What is CCPA and how does it affect AdThrive publishers?

The California Consumer Privacy Act takes effect on January 1, 2020, and enforces data privacy regulations for residents of California. Similar to GDPR, which regulated data usage for citizens of the EU, the CCPA will give Californians control to opt out of personal data collection and request what personal information of theirs has been collected, why it was collected, and with whom it was shared or sold.

Any business that collects data from California residents may need to comply with the CCPA, including websites running programmatic advertising that is served to California residents. The CCPA specifically references businesses who “sell data” and although we don’t actually sell anyone’s data, we do sell ad spaces and pass along non-personally-identifiable user data.

What is AdThrive doing for my ads?

Good news: your AdThrive ads are CCPA-compliant as of December 30, 2019.

We’ve been working closely alongside the Interactive Advertising Bureau (IAB) to develop the best solution to comply with CCPA while minimizing the effect on your ad performance.

Our CCPA solution displays a text link at the bottom of your site to California users that will allow them to opt out of personalized advertising.

What does the opt-out link look like?

The opt-out link will be located at the bottom of the page, near your “Elite CafeMedia Publisher” badge, displaying the following text for California users (as determined by time zone): “Information from your device can be used to personalize your ad experience. Do not sell my personal information.


If a visitor clicks the link, we pass their preference along the programmatic airwaves and our advertising partners serve ads that reflect the user’s choice.

Can a user opt back in after they opt out?

Once a user has opted out, the text wording will change to the following, allowing them to opt back in:  “Information from your device can be used to personalize your ad experience. Customize my ad experience.


How much of my traffic does this apply to?

The link displays for users covered under CCPA (as determined by time zone). You can get a feel for how much of your traffic comes from California by opening your site’s Google Analytics account and selecting ‘Audience’ > ‘Geo’ > ‘Location.’ You’ll see the percentage of your total traffic that comes from each country around the world. Click on United States to view your traffic by state.



Will CCPA affect my RPM?

It’s possible, depending on the percentage of California traffic your site receives. Advertisers pay less when they don’t have information about a user. But we hope to see a very small impact to earnings since CCPA allows us to serve personalized ads unless the user opts out, and we don’t expect a large number of California users to opt out.

Can I customize the wording to cover other things, too?

Right now, our first priority is making sure your ads are compliant with the new regulation.

One of the most important things you can do is take stock of the services and tools you use on your site and understand how they are processing information on your visitors and handling CCPA-compliance. For third-party services, we recommend contacting each provider to ask what steps they are taking for CCPA-compliance.

While we can’t customize the wording that displays, we’re implementing the IAB’s framework, which includes a consent string accessible via client-side API, and other services can access and act upon that string.

Do I need to do anything?

As far as your ads, you are all set! We will implement this solution on your site so that your ads are fully compliant with CCPA.

You will need to update your privacy policy to include a section for California residents addressing advertising. We worked with our lawyer to help with that!

Get your Advertising Privacy Statement for your privacy policy here.

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