Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

IAB releases CCPA compliance framework ahead of Jan. 1 rollout

IAB releases CCPA compliance framework ahead of Jan. 1 rollout Blog Feature

December 11th, 2019 min read

The California Consumer Privacy Act (CCPA) has been looming on the horizon for over a year now, but we've all been in-the-dark when it comes to implementation.

CCPA officially takes effect on January 1st, and marketers are scrambling to make sense of the madness. To help soothe the transition, the Interactive Advertising Bureau (IAB) recently released its CCPA Framework — which will help marketers clear the CCPA fog when it comes to ad targeting and publisher data.

Let's take a look.

A CCPA refresher

The California Consumer Privacy Act (CCPA) was created on June 28, 2018, and goes into effect on January 1st, 2020. Broadly, CCPA means to protect consumers' data in California, but it has implications for every business in the United States. Since it impacts any brand that is "doing business with California residents," it's safe to assume that it applies to hundreds of brands nationwide — as long as they meet one or more of the following criteria:

  • Have $25 million or more in annual revenue
  • Possess the "personal data" (this includes basically any type of consumer data) of more than 50,000 consumers
  • Earns over 50% of revenue from selling consumer data

However, other states have announced plans to enact similar laws, and Microsoft has already promised to extend CCPA protections to all customers in the US. 


The European Union's General Data Protection Regulation (GDPR) already covers similar grounds, has a similar scope (albeit a more granular one), and loosely defines "personal data" to be an all-encompassing term. Overall, GDPR compliance is stricter, more defined, and provides more rights to consumers, except in two specific ways:

  1. CCPA forces marketers to include an opt-out "Do Not Sell My Personal Information" link. Consumers can click this link to altogether opt-out of ALL data collection services.
  2. CCPA defines new roles (that GDPR doesn't) in the consumer data ecosystem, namely "Service Providers" and "Third Parties."

This is where things start to get tricky.

How do third-party entities like ad tech vendors know if consumers opted out? The relationships between third-party vendors, brands, and consumers has the potential to be headache-inducing.

Overall, CCPA requires that ad tech vendors have a clearer, more transparent relationship with brands. But that's "on paper." How does that process actually take place, and what kind of tech is required to enable that relationship?

Programmatic advertising and CCPA

To be entirely honest, CCPA isn't a tough sell. GDPR has a far more rigid set of rules, and the bulk of CCPA is already included in GDPR.

Currently, every marketer should be following GDPR guidelines (or at least using tools that automate GDPR compliance.) So, it shouldn't be surprising that this new IAB CCPA Framework is remarkably similar to the Transparency and Consent Framework (TCF) developed by IAB's Europe team for GDPR.

But they're not identical.

The most significant difference is the opt-out link. Vendors need to immediately be aware that the opt-out link has been clicked to control their programmatic spend and utilization. To facilitate this shared ecosystem, IAB has created a methodology and technology for alerting third-party ad tech vendors that consumers have opted out.

According to IAB:

"When a user clicks [the 'Do Not Sell My Personal Information'] link, a signal is sent to the technology companies with which the publishers do business via a technical mechanism that is based upon specifications developed by the IAB Tech Lab."

Once this signal is received by the ad tech company, it ceases the sale of consumer information for that individual, and it causes all downstream tech companies handling that consumer's data to switch their roles over to "service providers" — changing how they're legally able to interact with data under CCPA guidelines.

All of this is facilitated by an agreement signed between the ad tech company and the brand, creating a new, fluid legal relationship that promotes transparency throughout the data lifecycle.

This has benefits for both parties.

Brands can ensure that consumer data is only being utilized in accordance with CCPA for policy and regulatory control. Ad tech providers and third-party programmatic ad companies can simplify their contract workflows by utilizing a single agreement instead of a cluster of smaller contracts for each client.

It's a win-win.

What does this mean for marketers?

In the big scheme of things, this will end up with marketers adding a new plugin and signing a new agreement. The IAB CCPA Framework will likely get granular changes over the coming years. Still, most of the burden of this particular framework falls on the ad tech companies and tech providers.

Google has already announced that it's implementing IAB standards for its CCPA compliance at the beginning of next year, so IAB will likely be the go-to agreement signed with tech vendors.

Expect to see some of these agreements when you sign up for that next tech contract. While Google and other vendors dragged their heels when it came to adopting outside party GDPR frameworks, the relative speed of CCPA's enactment has caused a bit of a stir in the tech community.

So, it's safe to say that most companies will be happy to have a consistent framework to build on.

Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE