The California Consumer Privacy Act (CCPA) and its amendment CPRA impose specific obligations on businesses that collect personal information about California residents — including through website tracking technologies like identity resolution pixels.
If your website receives California traffic and you use BuyerPixels, here is what you need to know.
Is Identity Resolution Covered by CCPA?
Yes. The CCPA defines "personal information" broadly to include any information that "identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked" to a particular consumer.
Resolved identity data — names, email addresses, phone numbers, and physical addresses — clearly falls within this definition.
What BuyerPixels Does By Default
BuyerNetwork has built CCPA and CPRA compliance into the BuyerPixels platform:
1. **Opt-out signal recognition** — BuyerPixels automatically detects and honors the Global Privacy Control (GPC) browser signal. California residents who have set GPC in their browser are not resolved.
2. **Data subject request handling** — We maintain a process for handling consumer requests to know, delete, or opt out. Requests can be submitted to privacy@buyernetwork.io.
3. **Data retention limits** — Resolved records are retained for a maximum of 12 months and then deleted from our systems unless the customer has exported them.
4. **Processor agreement** — BuyerNetwork provides a Data Processing Agreement (DPA) to all customers, establishing the roles of controller and processor under applicable law.
What You Need to Do
As a BuyerPixels customer, you are the data controller. Your obligations include:
We provide a Privacy Policy addendum template to all customers at no charge.
A Note on Other State Laws
Virginia, Colorado, Connecticut, Texas, and several other states have enacted consumer privacy laws that share similar structures with the CCPA. BuyerPixels' privacy controls are designed to satisfy the most stringent of these laws, so compliance across states is handled uniformly.
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