{"id":362744,"date":"2026-06-16T13:25:20","date_gmt":"2026-06-16T13:25:20","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/362744\/"},"modified":"2026-06-16T13:25:20","modified_gmt":"2026-06-16T13:25:20","slug":"california-regulatin-adexchanger","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/362744\/","title":{"rendered":"California Regulatin\u2019 | AdExchanger"},"content":{"rendered":"

There are still a lot of ad tech companies out there that assume \u201cdata broker\u201d is a label that applies to someone else<\/a>. Well, Tom Kemp, executive director of CalPrivacy, suggests that they take a closer look at the statute.<\/p>\n

CalPrivacy is the official nickname for the California Privacy Protection Agency (CPPA), the only dedicated privacy enforcement agency in the US. It was formed in 2020 under the California Privacy Rights Act to oversee and implement the state\u2019s data privacy laws, and its mandate has only expanded since then.<\/p>\n

The most recent example is the DELETE Act<\/a>, California\u2019s new data broker law, which creates a statewide broker registry and a CPPA-run portal called DROP (short for \u201cDelete Request and Opt-Out Platform,\u201d very clever) that allows Californians to send bulk data deletion and opt-out requests to every registered broker at once. <\/p>\n

\"\"<\/p>\n

More than 300,000 state residents have already signed up for DROP, Kemp says on this week\u2019s episode of AdExchanger Talks, which he sees as a clear data point that \u201cthere\u2019s hunger out there for people to take control of their personal information.\u201d<\/p>\n

That hunger has real implications for ad tech. Any company that collects, aggregates and sells personal information about people they have no direct relationship with meets California\u2019s definition of a data broker.<\/p>\n

Which means a significant chunk of the ecosystem \u2013 onboarders, ID vendors, audience extension platforms and other intermediaries \u2013 are, in fact, data brokers under California law, whether they\u2019ve embraced the label or not.<\/p>\n

\u201cThe law itself defines what a data broker is,\u201d Kemp says. \u201cIn the regulations, we provide further clarification of the concept of what a direct relationship is, [although] everything, of course, is fact-specific.\u201d<\/p>\n

In other words, not knowing is not a defense \u2013 and, while you\u2019re at it, don\u2019t lose sight of the fact that there\u2019s a real person on the other side of the screen.<\/p>\n

\u201cWalk a mile in the consumer\u2019s shoes,\u201d Kemp says. \u201cWhat we find is that people have kind of forgotten to do that.\u201d<\/p>\n

Also in this episode: What recent dark pattern and data minimization<\/a> cases signal for enforcement, don\u2019t sleep on CalPrivacy\u2019s rules regulating automated decision-making technology<\/a> and how Kemp\u2019s Silicon Valley past shapes his approach as a regulator.<\/p>\n","protected":false},"excerpt":{"rendered":"There are still a lot of ad tech companies out there that assume \u201cdata broker\u201d is a label…\n","protected":false},"author":2,"featured_media":362745,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[147434,147431,7,72460,9,8,47209,147430,147432,16062,147433],"class_list":["post-362744","post","type-post","status-publish","format-standard","has-post-thumbnail","category-california","tag-adexchanger-talks","tag-automated-decision-making-technology","tag-california","tag-california-delete-act","tag-california-headlines","tag-california-news","tag-california-privacy-protection-agency","tag-calprivacy","tag-data-broker-registry","tag-drop","tag-tom-kemp"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/362744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=362744"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/362744\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/362745"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=362744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=362744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=362744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}