Business Insider: California just passed a major privacy law that will make it harder for Facebook and Google to track people and gather data

A new law passed by California voters in the November election will set an unprecedented standard for digital privacy in the US, making it harder for big tech companies like Facebook and Google to track people’s data.

Prop. 24 could effectively block companies like Facebook and Google from continuing to collect that data, which could change their business models and make some of their revenue streams obsolete, privacy compliance experts told Business Insider.

“I think the third party ad tech industry will need to evolve … otherwise, their business models risk becoming obsolete,” said Heather Federman, VP of privacy and policy at BigID, a data privacy compliance firm.