The Attribution Crisis: What B2C Marketers Should do about California’s DROP Tool
On January 1, 2026, California launched the Delete Request Opt-Out Platform, better known as DROP. The tool allows the state’s 40 million residents to delete their personal information from more than 500 registered data brokers with a single click. By August 1, when data brokers must begin processing these deletion requests every 45 days, the […]
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