For the ad tech community, election day felt like deja vu. Less than a year after the California Consumer Privacy Act (CCPA) came into effect, the California Privacy Rights Act (CPRA) passed through a ballot initiative. Like its predecessor, the CPRA will have dramatic implications for the ad tech ecosystem.
The CPRA was touted as legislation that would fill in the blanks that CCPA left open and further CCPA’s consumer protections. Significantly for online advertisers, the CPRA more specifically addresses businesses’ obligations when engaging in behavioral advertising.