The State of California recently enacted into law the new, sweeping California Consumer Privacy Act of 2018, which will go into effect on Jan. 1, 2020. Experts estimate that the Act will apply to more than 500,000 U.S. companies, reaching businesses of various sizes in virtually every sector. To be sure, the Act will have profound implications for the digital advertising industry, given its breadth and seeming extraterritorial reach. In this article, we explore the scope of the law and how its more significant provisions will impact digital advertising.

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