Regulators are starting to rattle the advertising industry. A year after the European Union rolled out the General Data Protection Regulation, or GDPR — the sweeping law that regulates how marketers collect and use people's data — similar rules are coming to the United States, starting with the California Consumer Privacy Act set to roll out in January.
| |  | Regulators are starting to rattle the advertising industry. A year after the European Union rolled out the General Data Protection Regulation, or GDPR — the sweeping law that regulates how marketers collect and use people's data — similar rules are coming to the United States, starting with the California Consumer Privacy Act set to roll out in January.
Facing regulatory scrutiny, digital giants Facebook and Google also are cracking down on advertisers' ability to use third parties on their platforms.
We identified 10 companies that are helping marketers prepare for the new wave of privacy and regulation. They include startups like Zeotap, Perksy, and mParticle that help marketers organize and use first-party data for marketing and advertising, along with established firms like TrustArc, which specializes in security technology.
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