Data brokers know more than google, but Californians aren’t opting out. Here’s how that could change.
Despite laws such as the California Consumer Privacy Act (CCPA) empowering consumers to take control of their personal information, less than 1 percent of Californians exercised these rights with major data brokers in 2023, according to a Consumer Watchdog analysis of California data broker reporting requirements that went into effect this summer.
Consumer Watchdog broke down the opt out numbers of some of the biggest data brokers in the world: Experian, Acxiom and LiveRamp. Per the CCPA, data brokers operating in California must now annually report the number of requests to delete, correct, access, limit and opt out of data.
Read the report here.
