The five new state privacy laws effective in 2023 all directly rein in personalized advertising. The Interactive Advertising Bureau (IAB) has responded to this wallop by releasing a new industry contract to help advertising players comply with all five laws at once. The new effort updates IAB’s CCPA framework, which now has over 1000 corporate signatories. In this article, we discuss how the contract works and what marketing and advertising activities can and cannot continue, with insights from IAB’s assistant general counsel Tony Ficarrotta and its general counsel Michael Hahn. See “E.U. Regulators Bar Meta From Requiring Users to Pay With Their Data” (Jan. 25, 2023).