Think You're Not A Data Broker? California's Delete Act Might Say Otherwise | AdExchanger

"California's data broker registration requirements necessitate that any business collecting and selling consumer data without a direct relationship must register with the CPPA as a data broker."

"The CPPA's Delete Request and Opt-Out Platform (DROP) streamlines the data deletion process, allowing consumers to submit deletion requests efficiently, significantly reducing the time required."

"Failure to register as a data broker under the new law poses an existential threat for ad industry participants, with heavy fines for non-compliance."

"The DROP opened on January 1, and it is anticipated that the number of registered consumers could reach 1,000,000 by August 1, indicating a significant consumer engagement."

California's data broker registration mandates that businesses collecting and selling consumer data without a direct relationship must register with the CPPA. Failure to register poses existential risks for ad tech professionals. The CPPA's DROP platform allows consumers to request data deletion efficiently, replacing a cumbersome process. The DROP opened on January 1, with over 250,000 registrations expected to reach 1,000,000 by August 1. Non-compliance can result in fines of $200 per day for data brokers.

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