The California Consumer Protection Act (CCPA) which passed in 2018 went into effect on January 1, 2020. The law is one of the lastest in a string of new privacy regulations that are sweeping the globe. To learn more about CCPA please see a recent article from RIVN that offers some great details here.
For this article, we wanted to focus on the evolution of what is considered Personal Identifiable Information (PII). In particular for CCPA highlighting that even data such as IP address is considered PII.
Below is a quick list of data points considered PII under CCPA:
- IP address
- Email address
- Online handle
- Biometric information
- Geolocation data
- Browsing and search history
Most people do not realize that lots of organizations us IP address for marketing and geo-targeting. An IP address a unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network. Which basically means anyone that accesses the internet. Here is an example of an IP address 18.104.22.168.
So while companies are starting to feel comfortable in the ability to allow customers to access or request their data based on an identifier such as email address. Companies that fall under the CCPA and similar laws also need to be ready to handle data that was traditionally considered anonymous such as IP address.
It will be critical for companies to define exactly what data they are collecting on their visitors. More importantly, they must have a process in place to manage that data including deletion. That is when RIVN comes into play.
Contemporary organizations are searching for a module-based solution such as RIVN to step up to meet this need with an easy to use SaaS-based single function that allows brands worldwide to meet business needs and be ready for what is next.
To learn more about regulations mentioned above please see the following links below: