Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

Tightening Government Privacy Laws Presents Challenges to Online Marketers

As high-tech products evolve, governments are tightening privacy laws to protect individual data. Although this is good for consumers, it may spell trouble for online marketers in need of accurate identities to grow their businesses. Sky Cassidy, CEO of MountainTop Data, discusses why intelligence specialists may be the solution.


News provided by

MountainTop Data

Sep 03, 2019, 15:30 ET

Share this article

Share toX

Share this article

Share toX

Sky Cassidy, CEO of MountainTop Data, underscores the necessary balance between consumer privacy rights and online marketing.
Sky Cassidy, CEO of MountainTop Data, underscores the necessary balance between consumer privacy rights and online marketing.
Youtube
Youtube

LOS ANGELES, Sept. 3, 2019 /PRNewswire-PRWeb/ -- As cyberspace expands, the government is tightening regulations relating to security designed to protect people's privacy. Last August, the General Data Protection Regulation (GDPR) went into effect in the European Union. The GDPR was designed to give consumers greater protection over their data by requiring companies to get explicit consent to obtain personal information[1]. The states have followed suit, with the California Consumer Privacy Act (CCPA) slated to take effect in January 2020. This is the most ambitious privacy law enacted by any state in the U.S.—and companies must adjust and prepare for changes like these[2]. Sky Cassidy, CEO of MountainTop Data, a leader in data intelligence and data services, says, "Data privacy is important, but there is a cost to business progress and personalized customer experience that must be taken into account."

The CCPA is set to change a few major elements of the data collection process[9]:
1. Ownership—It grants consumers ownership of their data by allowing them to choose to share it with companies
2. Control—It gives consumers control over the personal information that is collected about them
3. Security—It makes companies responsible for the protection of consumer data

"Data privacy is important, but there is a cost to business progress and personalized customer experience that must be taken into account.”

Post this

Many believe that this legislation on privacy and security at the state level will eventually raise the penalties for harms caused by privacy or security failures for many companies nationwide[4].

It is not only government agencies cracking down, consumers themselves are more reluctant to share their personal information. Results of a 1,000-person survey by the Advertising Research Foundation (ARF), found that U.S. consumers are less likely in 2019 to share personal information than they were a year ago. According to the ARF, the number of people willing to share their home address fell from 41 percent to 31 percent from 2018 to 2019. Those willing to share the name of their spouse fell from 41 percent to 33 percent. Meanwhile, only 54 percent said they were willing to share their email address—down from 61 percent last year[5].

What's more--one survey even found that 31 percent of Americans are unwilling to give out personal information under any circumstances[6].

Increased security laws coupled with consumer reluctance to share personal information makes the job of the marketer that much more difficult. Cassidy urges for balanced data regulations now and in the future. "As B2B companies develop more consumer-preference marketing styles, where they target people based on their personal preferences as much as their job description and company details, these regulations will become more of a barrier," said Cassidy.

With these regulations slated to take effect in a few months, companies should use this time to review the new rules and make sure their current databases are compliant. Cassidy suggests first determining if the regulation even applies to your business, then using the following as a guideline:

  • Assign a person or team to oversee complying with the regulation.
  • Update your privacy notices and policies.
  • Audit the data you have to make sure it is compliant.
  • Update the way to collect and store data for compliance.
  • Review your data security to prevent breaches.
  • Create Processes for Data Access and Deletion.

Time will tell if other states follow suit with regulations that mirror California. For now, companies and consumers should work together to balance the give-and-take of personal information for targeted marketing.

About MountainTop Data
MountainTop Data, headquartered in Los Angeles, has provided data services for B2B marketing for almost two decades, including marketing lists, data cleaning, data appending, data maintenance and email campaign management services. With an unrelenting commitment to quality, it was the first company to guarantee the accuracy of its licensed data and business emails.  Its data services have been used by some of the world's biggest brands across a multitude of industries, including multi-national telecommunication corporations, office technology companies, PR firms and more. For more information visit https://www.mountaintopdata.com

1. "What Is General Data Protection Regulation?" Fprbes; February 14, 2018.
2. Farivar, Cyrus; Ingram, David. "California's new data privacy law could change the internet in the US" CNBC; May 14 2019
3. Burt, Andrew. "New Laws on Data Privacy and Security Are Coming. Is Your Company Ready?" Harvard Business Review, 31 July 2019.
4. Burt, Andrew. "New Laws on Data Privacy and Security Are Coming. Is Your Company Ready?" Harvard Business Review, 31 July 2019.
5. Marty Swant "People-are-becoming-more-reluctant-to-share-personal-data-survey-reveals." 2019.
6. Burt, Andrew. "New Laws on Data Privacy and Security Are Coming. Is Your Company Ready?" Harvard Business Review, 31 July 2019.
7. "Survey: 58% Will Share Personal Data under the Right Circumstances." Marketing Land, 18 Feb. 2019, marketingland.com/survey-58-will-share-personal-data-under-the-right-circumstances-242750.
8. Kalev Leetaru "The-data-brokers-so-powerful-even-facebook-bought-their-data-but-they-got-me-wildly-wrong." 2018.    
9. Californians for Consumer Privacy; https://www.caprivacy.org/facts

SOURCE MountainTop Data

Modal title

Sky Cassidy, CEO of MountainTop Data
Sky Cassidy, CEO of MountainTop Data
MountainTop Data | Company Logo
MountainTop Data | Company Logo
Sky Cassidy, CEO of MountainTop Data MountainTop Data | Company Logo

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.