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Agencies, Brands and Publishers Beware: A Service Provider Approach To CCPA Is Risky

Uncertainty has clouded preparations for compliance with the California Consumer Privacy Act (CCPA) ever since the law passed in 2018. Even now, three months after enforcement began, there are many questions still unanswered about how the CCPA will apply to the digital advertising ecosystem.

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The NAI has discontinued its cookie-based and email-based opt-out tools as of September 15, 2025. This does not affect opt-out requests submitted using those tools prior to September 15, 2025.

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