Google and other tech companies reportedly are continuing to seek revisions that would make California’s landmark privacy law more friendly to marketers.
The law, slated to take effect next year, gives consumers the right to learn what personal information has been collected about them by companies, have that information deleted, and prevent the sale of that data. The current bill’s definition of “personal information” includes data that could potentially be linked to individuals — including data used for ad targeting, such as persistent identifiers, browsing history and IP addresses.
Although the measure was passed and signed into law last year, California legislators can still amend the bill. The deadline for doing so is September 13.
Tech companies are aiming to convince the California state house to revamp the law so that it allows companies to continue to collecting data for targeted advertising when users opt out, according to a Bloomberg report based on “documents and the people familiar with the negotiations.”
more detail at source: https://www.mediapost.com/publications/article/340292/tech-companies-renew-push-to-weaken-california-pri.html