CCPA Glossary

Last update: 2021-04-13


This article explains the concepts and terminology used by the California Consumer Privacy Act (CCPA), and how Adobe Audience Manager, as a Service Provider, addresses various CCPA requirements.

The California Consumer Privacy Act (CCPA), which came into effect on January 1st, 2020, is another opportunity to make privacy an integrated part of your consumer experience. Audience Manager is leveraging existing privacy infrastructure to help you meet your obligations under CCPA when using Audience Manager, allowing you to be CCPA ready.

Audience Manager looks forward to partnering with you as you address any new obligations through the use of our data governance and privacy by design features.

CCPA Glossary

Get familiar with key terms used related to CCPA. We’ve highlighted some of the most commonly used terms below.

California Consumer Privacy Act (CCPA): a bill that enhances privacy rights and consumer protection for residents of the state of California, United States.


Device: any physical object that is capable of connecting to the Internet, directly or indirectly, or to another device.


Personal Information: information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household. Personal information includes, but is not limited to, information which identifies, relates to, describes, is capable of being associated with, or could be reasonably linked, directly or indirectly, with a particular consumer.


Sell/Selling/Sale/Sold: selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or by electronic or other means, a consumer’s personal information by the business to another business or a third party for monetary or other valuable consideration.


Service Provider: a sole proprietorship, partnership, limited liability company, corporation, association, or other legal entity that is organized or operated for the profit or financial benefit of its shareholders or other owners, that processes information on behalf of a business and to which the business discloses a consumer’s personal information for a business purpose pursuant to a written contract, provided that the contract prohibits the entity receiving the information from retaining, using, or disclosing the personal information for any purpose other than for the specific purpose of performing the services specified in the contract for the business, or as otherwise permitted by this title, including retaining, using, or disclosing the personal information for a commercial purpose other than providing the services specified in the contract with the business.


Unique Identifier/Unique Personal Identifier: a persistent identifier that can be used to recognize a consumer, a family, or a device that is linked to a consumer or family, over time and across different services, including, but not limited to, a device identifier; an Internet Protocol address; cookies, beacons, pixel tags, mobile ad identifiers, or similar technology; customer number, unique pseudonym, or user alias; telephone numbers, or other forms of persistent or probabilistic identifiers that can be used to identify a particular consumer or device.


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