The California Consumer Privacy Act (CCPA) is a data-privacy law, similar to GDPR, that grants California residents rights over how their personal information is collected, shared, and sold. For B2B marketers, it set a precedent for transparency and control in data-driven marketing.
The act requires clear disclosure of data-usage purposes, opt-out mechanisms, and compliant data-sharing processes with third parties. Even companies outside California must comply if they handle data belonging to California-based individuals.