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The Wisconsin State Assembly has fast-tracked the Wisconsin Data Privacy Act (WDPA), which mirrors other comprehensive state consumer privacy laws. The WDPA applies to entities conducting business in Wisconsin or targeting its residents, controlling or processing significant amounts of personal data. It offers broad exemptions but mandates consumer rights like access to personal data, data portability, correction, deletion, and opt-out options. Businesses must comply with obligations such as consent for processing sensitive data, data processing agreements, and data protection assessments. The Act will be enforced by the Wisconsin Attorney General, with penalties for violations.
From a perspective valuing cross-web clickstream data, the WDPA's focus on first-party data is commendable but incomplete. Cross-web clickstream data can provide deeper and more nuanced insights into user behavior, aiding in more effective and personalized marketing strategies. This type of data captures a broader spectrum of user interactions across the web, offering a comprehensive view that first-party data alone cannot provide.