Identity management company Infutor has launched a data opt-out portal to comply with the California Consumer Privacy Act (CCPA). It’s an approach that represents something of a model for the industry (albeit an imperfect one) and one the industry is unlikely to embrace (though it should).

Other data aggregators, such as Neustar and Acxiom, also offer opt-out portals. But the challenge with Infutor and these other sites is that consumers don’t know them and so don’t know to seek them out. If they do wind up on these sites, users must actively seek out the “Do Not Sell” (DNS) links. Many publishers have buried these links, so they’re far from “clear and…


This is only a snippet of a Marketing Article written by Greg Sterling

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