NAI Analysis of Verifiable Consumer Requests under the CCPA

This analysis will explain the rights California consumers have gained under the CCPA to request access to and deletion of their personal information, and how businesses are required to verify and respond to such requests. Further, it will provide recommendations to ad-tech companies regarding sensible approaches toward verifying and responding to such requests based on the text of the CCPA, industry best practices, and experience gained through the first year of compliance with the GDPR.