Savvy marketers realize there will be implications to their business in light of the new CCPA data privacy laws. Taking a cue from GDPR in Europe, marketers must now gain explicit consent from customers regarding specific sets of data. Here we explore how marketing technology companies will have to evolve their data collection approach and understand without which data their business could ultimately survive. Companies will also have to verify their partners are accredited in compliance with the laws and consider updating—if not overhauling—their contracts with partners. It’s not time to panic; it’s time to prepare to pivot and embrace the regulations, proving to potential customers that data privacy is a concern of your marketing business.