AdTech has ridden the wave of data consumption and movement to exponential revenue growth. At the same time, in 2021, consumer privacy has reached a height of new regulation and on the cusp of varied and more pointed enforcement practices, may or may not impede AdTech’s rise. California increasingly seeks to join Europe in its passage of consumer privacy laws and the latest, the California Privacy Rights Act (“CPRA”) may show an intent toward altering the AdTech status quo. In this article we will explore what the General Data Protection Regulation (“GDPR”), the California Consumer Privacy Act (“CCPA”) and the newly passed CPRA, together, may mean for AdTech and advertising on the internet in general.

By Cynthia J. Cole & Nicholas Palmieri1

 

I. INTRODUCTION

AdTech has ridden the wave of data consumption and movement to exponential revenue growth. At the same time, in 2021, consumer privacy has reached a height of new regulation and, on the cusp of varied and more pointed enforcement practices, may or may not impede AdTech’s rise. California increasingly seeks to join Europe in its passage of consumer privacy laws and the latest California regulation, the California Privacy Rights Act (“CPRA”) may show a more clearly enunciated intent toward altering the AdTech status quo.

Even as the European Union (“EU”) continues to refine enforcement of the GDPR,2 in the United States California continues developing its own laws, the California Co

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