California Delete Act

Data brokers will need to process consumers data-deletion requests every 45 days starting August 1, 2026, or face heavy fines. 

Attention, data brokers: If you operated in California last year, you need to register with the California Privacy Protection Agency (CPPA) by the end of this month.

Here are a few fun facts about the CPPA that you can trot out at cocktail parties (depending on whether you hang out with privacy nerds).

The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.

it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.