The California Consumer Privacy Act of 2018 (the “CCPA”), effective as of January 1, 2020, was enacted to provide California consumers with greater transparency and control over their personal information. This law is shaping US-based privacy guidelines for digital advertising – in particular, interest-based advertising – and your rights as a consumer.</p> <p>TRUSTX is a signatory of the IAB’s CCPA Compliance Framework for Publishers &.