sensitive personal information (SPI). Are you ready?
Under the California Privacy Rights Act (“CPRA”) and the Virginia Consumer Data Protection Act (“VCDPA”), “sensitive personal information,” which has passed into U.S. privacy law, is an acknowledgment that specific personal data requires an explicit opt-in for this data to be used.
2022 data privacy predictions
In 2021, the private sector got serious about data privacy, led by Big Tech gatekeepers such as Google and Apple, who are making it harder for businesses to track consumers without their consent on desktop and mobile. The privacy startup sector exploded, and adtech vendors rolled out new trackers left and right to fill the gaps left by cookies.
But the glut of new solutions does not mean that martech, much less the private sector as a whole, has figured out how to prepare for the future of data privacy. Here are five privacy predictions to keep an eye on in 2022. It would be in your best interest to determine how you and your company are affected.
2021’s Data Privacy Milestones
2021 will be remembered as the year the private sector started getting serious about privacy, propelled primarily not by legislation but rather ecosystem-shattering moves by Big Tech gatekeepers such as Google and Apple.
Here are the big moves from 2021 and predictions for the evolution of data privacy and its impact on business in 2022.
Reklaim Was featured in The Wall Street Journal
Personal Data Is Worth Billions. These Startups Want You to Get a Cut. Reklaim, for example, gives users a view into the information that the industry buys and sells on them.
The Effects of Consenting (or not)
For the first time, Big Tech, like Apple, is giving users the choice as to whether they want to be tracked by the applications on their phone, tablet, or smart TV. Prior to this, all of these applications were tracking you by default.
Suppose Massive Hacks Are Inevitable. What Then?
Suppose hackers are sophisticated enough that, even when businesses take the necessary steps to protect themselves, breaches are likely to happen. What then?
Here’s what you can do and should expect from businesses that store your data:
CONSENT FOR DATA IS LIKE MILK
As concerns about data privacy have risen, vendors have propagated the misconception that first-party data is the key to privacy-first marketing. The emphasis on first-party data is the wrong way to think about data privacy. Instead of focusing on the differences among first-, second-, and third-party data, marketers should be asking themselves whether the consumer data they are using was collected with clear and affirmative consent.
