In an op-ed for AdExchanger's "Data-Driven Thinking," Davis & Gilbert Partner Richard Eisert writes a perceived "straightforward premise" with California Consumer Privacy Act opt-out requests, like "Do Not Sell" signals, is, in fact, more complex. "Would a default privacy signal count as a request not to 'sell' the user’s personal information?" Eisert writes. "Equating passive default privacy settings to an opt-out request could render the CCPA’s idea of an 'opt-out' moot, and, instead, turn it into more of an 'opt-in' right." Eisert goes on to discuss logistical problems and the uncertainty advertising technology companies face with what information will fall under opt-out requests.
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