Out of public view, California’s Office of the Attorney General (OAG) has been actively enforcing the CCPA. A group of attorneys who handle CCPA matters shared their experiences and observations from addressing these private inquiries during a session at a recent Interactive Advertising Bureau meeting. This article distills their accounts of the OAG’s apparent priorities and approaches to enforcing the law’s key requirements for companies, including Do Not Sell and consumer notice at collection. See our two-part series on the CCPA and online ads: “Facebook Finally Acts, AG Starts Enforcement” (Jul. 29, 2020); “Contract and Compliance Consequences” (Aug. 5, 2020).