Half of U.S. Businesses Don’t Expect to Meet Deadline for California Privacy Rules: PwC Study

Individuals might earn much less ad revenue if new privacy rules start to bite. Impact of GDPR has so far been limited, although there have been reports of fewer mobile impressions sold in Europe and impending fines for violations. California’s new privacy law could have a much greater impact in the U.S., but just half the businesses surveyed by PwC expect to be compliant when it takes effect in 2020. Many are probably counting on the law being watered down in response to ad industry pressure, either in the California legislature or by pre-emptive federal action.