Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What CPRA means for marketers

On November 3, voters in California approved Proposition 24 to pass the California Privacy Rights Act (CPRA). The final result was closer than pre-election polls suggested, but 56% of voters approved the measure, nonetheless.

CPRA builds on the California Consumer Privacy Act (CCPA). When it takes effect in January 2023, CPRA will enshrine a tougher set of data privacy rules for businesses, give consumers more rights on how their data can be used, and establish a separate agency for rule-making and enforcement called the California Privacy Protection Agency (CPPA). More precisely, CPRA would:

  • Create a broad category of “sensitive” personal data—a designation that includes a person’s race or ethnicity, their genetic data, their sexual orientation, and data about their health, among other information—which consumers can limit to approved uses
  • Require businesses to create a link on their homepages where consumers can opt out of having their data sold, shared, or used
  • Give consumers the right to correct information businesses have on them
  • Strengthen opt-in requirements for data on children, and increase penalties for the forbidden use or sharing of such data
  • Set limits on how long businesses can keep data
  • Provide an opt-out for “cross-context behavioral advertising,” defined in CPRA as targeted advertising based on users’ personal information that was collected across a variety of digital touchpoints, such as websites, apps, and services

For marketers already struggling to meet compliance deadlines for CCPA, CPRA represents another legal hurdle, and one that will be lot more onerous than what they currently face, at least for large marketers who have data on more than 100,000 households (as opposed to the 50,000 threshold under CCPA). If the act goes into effect in 2023, most personalized advertising will no longer be possible in California, and many parts of the data ecosystem will struggle to adapt.

The long lead time until the law takes effect, however, gives businesses time to adapt. It also puts additional pressure on the federal government to come up with a national data privacy law that may supersede it. “I think that CPRA’s most impactful provision is when it takes effect: January 2023,” said Caitlin Fennessy, research director at the International Association of Privacy Professionals (IAPP), prior to its passage. “CPRA would create the impetus and provide the time frame for adoption of federal privacy legislation. And I think that was intentional on the part of the ballot initiatives’ proponents.”