The California Consumer Privacy Act (CCPA) of 2018, which ushered in do-not-sell-my-information opt-outs on websites, wasn’t meant to cover CTV/OTT. That job will fall to the California Consumer Privacy Rights Act (CPRA), aka Prop. 24, which was passed by voters last November and serves as an amendment to the CCPA effective 2023.
Alysa Hutnik, a partner at Kelly Drye & Warren LLP and contributor to an industry working group formed by the Interactive Advertising Bureau, put it into context for C&E:
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