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

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.