GDPR and CCPA: Ad Data Retention Compliance Tips

Managing ad data under GDPR and CCPA can be tricky, but compliance is crucial. Here's what you need to know:

• GDPR: Delete personal data once its purpose is fulfilled and document retention periods.

• CCPA: Inform consumers about data retention, honor deletion requests within 45 days, and verify requests.

Key Differences:

Quick Tips for Compliance:

• Use GDPR's stricter rules as a baseline.

• Automate data deletion and tracking.

• Clearly disclose retention policies.

• Regularly audit and document your practices.

Automation tools like 24/7 Intent can simplify compliance by managing data lifecycles, ensuring privacy, and maintaining audit trails. Start by auditing your data, setting retention timelines, and automating workflows for secure and compliant advertising data management.

How to Align Data Retention & Privacy Requirements in One ...

GDPR and CCPA Data Retention Requirements

Here's a breakdown of key rules for managing ad data under GDPR and CCPA.

GDPR Data Storage Time Limits

• Personal data must be deleted once the purpose of collection is complete.

• Retention periods should be documented and justified.

• Automated deletion processes can help ensure timely removal of data.

CCPA Data Handling Rules

• Consumers must be informed about data retention practices at the time of collection.

• Deletion requests must be honored within 45 days.

• Verification processes are required for consumer requests.

Additionally, businesses are required to disclose their data retention policies in privacy notices and provide clear instructions for consumers on how to request data deletion.

GDPR vs. CCPA: Key Differences

These differences mean businesses need to create workflows tailored to the specific requirements of EU and California residents.

Practical Steps for Compliance

To manage advertising data under both GDPR and CCPA:

• Use GDPR's stricter retention rules as a baseline.

• Keep detailed records of retention decisions.

• Design workflows that address the unique requirements of EU and California regulations.

• Set up clear processes to handle data deletion requests.

For seamless compliance, advertising platforms should automate data tracking and deletion processes.

24/7 Intent’s data management tools can help businesses automate these compliance steps. The platform enables tracking, storing, and deleting advertising data in line with both GDPR and CCPA requirements. Built-in retention controls allow companies to set proper timeframes while maintaining detailed audit logs.

Creating a Data Retention Policy

To comply with GDPR and CCPA, you need a clear data retention policy. This should outline processes for data audits, storage timelines, and automated deletion workflows.

Data Audit and Classification

Begin with a thorough inventory of your data assets. Audit your advertising systems and document all personal data types, such as ad tracking, customer behavior, campaign metrics, demographics, and device identifiers. For each type of data, map out the following details:

• Collection purpose

• Legal basis for processing

• Relevant regulations

• Current storage duration

• Retention requirements

Using tools like 24/7 Intent's data management system can simplify this process by ensuring your advertising data aligns with privacy laws.

Setting Data Storage Timeframes

When determining how long to store data, consider these factors:

• Legal Requirements: GDPR mandates retaining data only as long as necessary.

• Business Needs: Define how long data is useful for campaign insights.

• Industry Practices: Review standard retention periods in your sector.

• Technical Constraints: Factor in platform storage limits.

It’s a good idea to document the reasoning behind each retention period. Once established, automate these processes to ensure smooth compliance.

Automating Compliance Tasks

Automation tools can help you manage data lifecycles effectively and stay compliant. Key tasks include:

• Data Lifecycle Management: Automatically flag data nearing expiration.

• Deletion Workflows: Schedule regular data purges.

• Compliance Documentation: Generate audit trails for accountability.

• Access Controls: Automatically update permissions to secure data.

Solutions like 24/7 Intent provide built-in automation features to help keep your advertising data compliant with privacy laws.

Ad Platform Data Storage Guidelines

Platform Storage Time Limits

Advertising platforms have specific rules for how long they keep data, such as campaign metrics, user interactions, and audience insights. Businesses need to review each platform's policies carefully to ensure their own data retention practices align with these rules. Syncing these limits with your internal schedules helps maintain compliance across the board.

Matching Internal and Platform Policies

Once you've set up your internal data retention policies, it's important to make sure they match the requirements of each platform. This ensures your processes work smoothly while staying compliant. Here are some practical tips:

• Retention Period Alignment: Adjust your internal schedules to match the strictest platform requirements.

• Data Synchronization: Use automation to handle data consistently and ensure timely deletion.

• Compliance Documentation: Maintain detailed records of retention schedules and deletion activities.

• Access Management: Set up role-based access controls to enforce both internal and platform-specific policies.

Using reliable data management tools can make these processes much easier to manage.

24/7 Intent Data Management Tools

24/7 Intent simplifies compliance by integrating real-time data with major ad platforms. It automates data deletion workflows and provides a single dashboard for managing platforms like Meta, Google, YouTube, LinkedIn, and TikTok. The platform ensures compliance with regulations like GDPR and CCPA.

"Yes, we fully comply with GDPR, CCPA, and industry privacy regulations. Our data is sourced exclusively from publicly available, opt-in, and privacy-safe sources."

Data Security and Privacy Standards

Strong security measures are in place to protect advertising data and ensure compliance with regulations like GDPR and CCPA.

User Access and Permissions

Role-based access control (RBAC) is key to managing data securely. This approach limits access based on an employee's role:

• Admin: Full system access

• Manager: Access to department-related data and reports

• Analyst: Read-only access to relevant data

• Support: Access limited to customer-facing data

It's important to document and regularly review access levels to ensure employees only have the permissions they need. Adding multi-factor authentication for accounts accessing sensitive data provides an extra layer of security.

Consider implementing a layered security approach to further safeguard critical information.

Data Protection Methods

Protecting data effectively requires several layers of security:

• Encryption: Use AES-256 for stored data and TLS 1.3 for data in transit

• Regular Audits: Conduct routine vulnerability assessments to identify risks

• Backups: Keep encrypted backups with strict access controls

• Monitoring: Deploy intrusion detection systems with real-time alerts

Ensure all points where data is collected and transferred between advertising platforms and internal systems are secured.

Staff Privacy Training

Technical safeguards alone aren't enough - ongoing staff training is just as important for maintaining data security.

• Initial Privacy Training: New employees should complete privacy training within their first week. This training should cover GDPR and CCPA requirements, proper data handling practices, and security protocols.

• Ongoing Education: Host quarterly sessions to address updates to regulations, emerging security threats, and best practices for prevention and incident response.

• Compliance Documentation: Keep detailed records of training sessions, attendance, assessments, and signed acknowledgments of policies.

These combined efforts help ensure that both technical and human factors contribute to strong data security.

Conclusion: Effective Data Retention Management

Managing data retention under GDPR and CCPA requires a mix of the right tools, clear guidelines, and regular updates. Privacy-focused, intent-based solutions can help ensure compliance while improving ad performance. The platform handles large data volumes while maintaining strict privacy protocols.

To implement this effectively, focus on these key actions:

• Define specific data retention periods that align with regulatory requirements.

• Use privacy-compliant data sources for audience targeting.

• Set up automated tools to monitor compliance.

• Update data models frequently to reflect the latest regulations.

These practices not only ensure compliance but also improve results. Businesses leveraging compliant data strategies with 24/7 Intent have seen 2-3x higher conversion rates and a 30-45% reduction in customer acquisition costs. The 24/7 Intent framework is built around these principles.

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