California Attorney General says popular, digital ad opt-outs from trade groups don't comply with CCPA

Commonly used opt-out tools from the Network Advertising Initiative and Digital Advertising Alliance will not suffice for compliance with California’s privacy law. August 03, 2021 For more than a year, advertisers and publishers had few clues for detecting how California regulators would enforce the state's privacy law. Now, subtle and not-so-subtle indicators are emerging in enforcement letters and case examples from the state's Office of the Attorney General. A fresh revelation: companies cannot rely on blanket digital ad opt-out tools from trade groups to comply with the California Consumer Privacy Act. Read more below. - Commonly used opt-out tools from the Network Advertising Initiative and Digital Advertising Alliance [will not suffice for compliance]( with California's privacy law. - Publishers [are now much more reliant on direct-sold ads](, and at an industry level, diversification strategies have made little progress, according to new Digiday Research. - Though gaming-endemic agencies have a head start, non-endemic creative agencies are looking to [muscle their way into the space]( using their advantages as larger and more established firms. - To get a sense of how one brand marketer managed those shifts for a growing brand, Digiday caught up with direct-to-consumer eyewear brand Zenni’s vp of growth marketing, Courtney Fadjo Biro. More in [this week’s Digiday+ Marketing Briefing](. - The Good Housekeeping Institute [set the precedent for Hearst UK]( and the new Hearst Institute is looking to replicate those successes across all its brands. Other things to know about - Hear from Group Nine CRO Geoff Schiller, Trusted Media Brands Inc. CEO Bonnie Kintzer and more as they discuss what’s ahead for publishers at the [Digiday Publishing Summit]( in Miami. - Google’s delayed cookie deprecation creates an opportunity for advertisers to future-proof their first-party data solutions. [Learn more in this article](. Sponsored by Eyeota. - In a privacy-first environment, marketers are connecting with consumers through personalized, “one-to-some” approaches — a tactic known as householding. [Learn more here](. Sponsored by Viant. Top Stories Ivy Liu [Data Regulation]( [California Attorney General says popular, digital ad opt-outs from trade groups don't comply with CCPA]( Commonly used opt-out tools from the Network Advertising Initiative and Digital Advertising Alliance will not suffice for compliance with California’s privacy law. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Digiday Research: The pandemic sped the wrong things up for publishers]( Publishers are now much more reliant on direct-sold ads, and at an industry level, diversification strategies have made little progress. [Sponsored by Verizon Media]( [How the digital out-of-home channel is promising omnichannel expansion]( DOOH is generating a level of revenue and omnichannel purpose that is taking it from promise to prominence — earning it a seat at the adult table. Advertisement howdy! [Beyond Ads]( [As gaming expands, endemic and non-endemic creative agencies emphasize their strengths]( Though gaming-endemic agencies have a head start, non-endemic creative agencies are looking to muscle their way into the space using their advantages as larger and more established firms. [Sponsored by Linnworks]( [It’s an e-commerce world, and multi-channel is how brands sell in it]( With commerce firmly rooted in online environments, download this report to learn how brands are staying connected to their customers by accessing multiple commerce channels simultaneously. From Modern Retail. howdy! [Coronavirus Fallout]( [Marketing Briefing: Zenni's vp of growth marketing on making the switch to 'bite-sized' planning windows due to Covid]( To get a sense of how one brand marketer managed those shifts for a growing brand, Digiday caught up with direct-to-consumer eyewear brand Zenni’s vp of growth marketing, Courtney Fadjo Biro. Advertisement [Sponsored by DoubleVerify]( [Survey: The changing state of the publisher sales cycle]( The pandemic and other industry factors are prompting media companies to evolve their ad-selling processes. Publishers, take this survey and tell us how you’re changing sales cycle approaches. howdy! [Content & Commerce]( [Hearst UK wants all of its brands to have Good Housekeeping's authority in product testing]( The Good Housekeeping Institute set the precedent for Hearst UK and the new Hearst Institute is looking to replicate those successes across all its brands. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Buying Briefing: Artificial intelligence 'is gonna ruin the world... and then we adapt']( A look at the different ways artificial intelligence is wending its way into media planning and buying. [All Latest Stories]( [Content & Commerce]( [Hearst UK wants all of its brands to have Good Housekeeping’s authority in product testing]( The Good Housekeeping Institute set the precedent for Hearst UK and the new Hearst Institute is looking to replicate those successes across all its brands. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). 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