Companies that process data on behalf of advertisers could use consumers’ information to improve services, under an update of proposed California privacy rules.
The companies, known as service providers, would be prohibited from using the data to build consumer profiles for the purpose of targeted advertising, according to the proposal California Attorney General Xavier Becerra (D) released Feb. 7.
The updated proposal is a victory for the advertising technology industry because it would allow their service providers to use consumer data to improve algorithms under the California Consumer Privacy Act.
Ad tech companies have been pushing Becerra to make clear ...
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