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The article doesn't make opt-out very clear. If you submit a request and ask to opt out of future tracking, are the data brokers able to re-collect your data on the next day and keep/use/share it for 45 days till the next deletion cycle?

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> after a consumer has submitted a deletion request and a data broker has deleted the consumer’s data pursuant to this section, the data broker shall delete all personal information of the consumer at least once every 45 days pursuant to this section unless the consumer requests otherwise

https://leginfo.legislature.ca.gov/faces/codes_displaySectio....

Well fortunately 45 days is within the time span of attributing a click (30 days) and with the best algorithms, you only need about 3 days of behavioral activity of each person to forecast LTV correctly on an aggregate of just dozens of people. So I can’t say this law will have a big impact on the industries that use this data (besides red tape).

Can’t really comment on how effective or ineffective it is for the consumer though.

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