As of August 1, 2026, under the Delete Request and Opt-Out (DROP) regulations, data brokers need to permanently delete from their records the PI of a half million Californians. Failure to do so carries a penalty of $200 per user per day. CalPrivacy punctuated this landmark mandate in privacy protection with three enforcement actions within a month against unregistered brokers for non-DROP violations, while citing DROP obligations at the end of each order.
Together, the new settlements highlight CalPrivacy’s broad interpretation of who counts as a regulated data broker, transparency and data minimization obligations, and how the enforcer can stack laws in actions against brokers. The settlements also serve as a final warning to “the unregistered data brokers that they have this window in which they still can wake up and register before they get the $60‑million fine,” In-House Privacy founder Ben Isaacson told the Cybersecurity and AI Law Report.
While brokers continue to grapple with DROP requirements, California has already moved to accelerate compliance deadlines. In a law passed on September 1, 2026, legislators upended the situation for all brokers, shortening their DROP compliance cycle from 45 days to 30 days, starting in 2027. CalPrivacy endorsed the change, noting that the longer brokers store PI, “the longer it is available for a data breach or other possible misuse. A 30‑day timeline is respectful of a consumer’s request and also reasonable for business.”
This article examines the settlements, challenges of satisfying DROP requirements, and enforcement to watch, and offers practical DROP compliance steps, with comments from Isaacson and experts at Barnes & Thornburg, Davis & Gilbert, Fenwick, InfoLawGroup and In-House Privacy. It also discusses an industry letter to CalPrivacy, authored by Isaacson, seeking limited enforcement of DROP violations for a year because of 17 different implementation issues.
See “Lessons From the Trenches on How Data Brokers Can Manage Consumer Rights Requests” (Jan. 7, 2026).
Cases Highlight Focus on Opt-Outs and Adtech Providers
CalPrivacy’s August and September settlements with LocateSmarter, Cybba and SalesIntel Research reinforced its scrutiny of adtech companies and its continuing focus on both opt-out practices and disclosure obligations.
CalPrivacy fined all three companies for not registering in the state as a broker under the Delete Act, and each agreed to satisfy requirements under DROP, which has 500,000 enrolled residents, CalPrivacy announced on August 25, 2026.
CalPrivacy Again Targets Opt-Out Friction
The case against people-search site LocateSmarter is CalPrivacy’s first to pair Delete Act and CCPA violations. The regulator fined the company $116,490 for requiring residents to provide their last four digits of their Social Security number before processing the requests to opt out of sale and sharing, a violation of the CCPA’s provisions on data minimization. LocateSmarter was at least the fourth CalPrivacy case addressing opt-out friction, Barnes & Thornburg partner Brian McGinnis told the Cybersecurity and AI Law Report.
LocateSmarter’s CCPA violation for demanding excess information before granting an opt-out reflects that data minimization is a priority for state privacy enforcers and companies still have trouble with it, McGinnis noted. For example, businesses understandably would like to route all consumer opt-out requests through “one form that complies with all U.S. and international laws, to make it as easy and friction-free [as possible], at least on themselves if not on the user,” he said. This approach is no longer acceptable, though.
Companies like LocateSmarter may sincerely want to be precise and to limit friction with opt-outs, InfoLawGroup partner Lael Bellamy told Cybersecurity and AI Law Report. A company “may have asked for the last four of the Social Security number legitimately thinking it would have to differentiate between individuals with the same or similar names,” she said. “In this case, asking up front, before an issue surfaces, is not okay under the CCPA.”
In addition to issues with the technicalities of processing requests, companies struggle with ensuring employees are properly informed. “The employees that set up the opt-out processes might not be conscious of the data minimization and verification” standards for different types of requests, Fenwick attorney Brent Tuttle told the Cybersecurity and AI Law Report.
Treatment of Adtech Providers As Brokers
The two other companies that settled for not registering under DROP – Cybba for $52,400 and SalesIntel for $36,400 – were adtech companies, which signals CalPrivacy’s readiness to treat niche providers of audience intelligence, lead generation and profiling services as brokers. “Enforcement has come down the line to smaller companies that most people haven’t really heard of or had any interaction with,” McGinnis noted.
The SalesIntel press release explicitly warns adtech operators that their services may make them brokers.
These actions warn of CCPA risks and the strict broker definition but are not “DROP-everything” eye openers. “We are sitting on the edge of our seats waiting for a real enforcement action post-August 1 that would be for a failure to comply properly with DROP,” Davis & Gilbert partner Gary Kibel told the Cybersecurity and AI Law Report.
See “CPPA’s Tractor Supply Decision Offers Lessons As Enforcement Focus Moves From Education to Deterrence” (Oct. 22, 2025).
Implications of the Broad Broker Definition
CalPrivacy changed the definition of a data broker in the Delete Act regulations (Regulations) issued in December 2025, newly exposing adtech and media companies to a need to register, experts agreed.
More Companies Qualify As Data Brokers
The Regulations clarified that companies are brokers if they append third-party information to data that they collect directly from consumers, also known as first-party data, and then share that mix of personal data with other parties.
The Regulations also narrowed the circumstances in which a business has a “direct relationship” with a consumer, limiting that concept to interactions the consumer intends to have with the business. As a result, companies can no longer rely as readily on incidental or indirect consumer interactions to avoid data broker status.
More Industries Face Broker Regulations
The expanded definitions could affect many participants in the ad ecosystem and standard secondary uses of data, experts said. Large publishers that combine first-party data on consumers with acquired data from third parties also may need to register or make changes.
“Before the amendments introduced by the Regulations, the common view was that a business could fall entirely outside the scope of the Delete Act as long as it had any first-party relationships,” Kibel observed. Now companies are reevaluating their first-party datasets to see whether that consumer data was collected through some other relationship or source, he said.
CalPrivacy enforcement targets “might include some of the biggest media companies in the country,” Isaacson underlined. These familiar name brands, eager to avoid the data broker label, now may need to reduce their longstanding audience enrichment practices and forgo revenue-generating partnerships related to advertising, he said.
The expanded broker definition also reaches beyond adtech and media, potentially affecting companies across industries that derive revenue from their data. “AI really has an insatiable hunger for data,” and publicly available data scraped from the web no longer suffices, McGinnis observed. Data purchasers now seek distinctive proprietary databases for training AI applications and tailored models – and are forging deals across many sectors. “There’s so much value wrapped up in the data that companies collect through the provision of their service,” either about users or records of how people use a product, he said.
As the value of proprietary data rises, the tech sector is finding new ways to commercialize it. Some technology companies have added subscriptions or fee access to datasets, Fenwick partner Ana Razmazma reported. “They may have a database of contacts where they use third-party sources to help gather that information. And they’re selling a subscription to that repository” of aggregated data, she told the Cybersecurity and AI Law Report.
See “Loyal to a Fault? Customer Loyalty Programs in the Age of Comprehensive Privacy Laws” (Oct. 9, 2024).
Responses to Expanded Risk of Qualifying As Broker
To assess broker status, companies in these gray zones should inventory their personal data inflows and outflows, identify any purchased and licensed data they have obtained, and determine “if they charge for access” to their own collections, Razmazma advised.
Companies should be looking for any stream of personal data enriched or appended to another dataset, McGinnis stressed. They also should review contracts and privacy notices to confirm what rights and restrictions attach to any information in motion, he advised.
Ad-world companies that collect directly from consumers but also process others’ data must protect their mixed business model by “having the appropriate contracts in place to indicate that they are a service provider both on paper and in practice. The CCPA requires specific language in contracts with both service providers and third parties,” Kibel urged.
Tech companies have been adjusting their practices to avoid broker registration. “Instead of charging for a database on a subscription basis, they may bundle that database with some other offering that does not involve a pure sale,” Razmazma said.
De-identification has become a major theme with the rise of AI training, Razmazma continued. Companies training AI, unlike advertisers, often do not need to know a person’s identity. “I am seeing brokers become very good at de-identifying data” for AI use. They also have been offering de-identification services to help others avoid PI sales, she shared.
See “Data Clean Rooms and De-Identified Data Are Among Concerns in Navigating State Privacy Laws” (Apr. 9, 2025).
Action Steps and Challenges With DROP’s Arrival
The engineering and procedural demands of complying with DROP’s requirements, particularly the need to download Californians’ requests every 45 days, currently, will require affected companies to undertake a large-scale, layered compliance project. Experts highlighted the following priorities.
See “Touring California’s New Dashboard for Permanent Erasure of Personal Information” (Nov. 12, 2025).
Build Infrastructure and Boost Privacy Engineering
DROP compliance requires recurring ingestion of request lists, identity matching, data deletion and the capability to suppress requestees’ data. Further tasks include tracking responses to requests, downstream communications of the deletions and reporting metrics. “One hundred percent of the time a new process has to be put in place,” Tuttle reported.
Matching DROP requests against broker records can be difficult because CalPrivacy’s data elements may not align with the information that brokers maintain, experts explained. Prior privacy protection steps may create obstacles. For example, “companies have removed identifiers on purpose to comply with data minimization requirements,” Bellamy noted.
The broker’s obligation “to individually mark how it responded to these half million requests appears to be a significant engineering undertaking” by itself, Tuttle highlighted.
Beyond building a new technical apparatus, brokers’ DROP managers must establish procedures to sustain compliance over time. When assigning clear responsibilities to people, the team must ensure it conforms with the current 45‑day cycle, McGinnis advised.
See “Checklist for Conducting Technical Privacy Reviews” (Dec. 4, 2024).
Tackle the Challenges of Suppressing Personal Data
Some brokers underestimated the ongoing obligation to block reacquisition of DROP enrollees’ PI, Tuttle reported. Brokers must maintain a permanent suppression capability.
A related concern is that systems underpinning adtech and real-time bidding environments often were not designed to host batch deletion workflows, Isaacson pointed out.
See our four-part series on tracking technologies: “Privacy Regulation, Enforcement and Risk” (Jan. 17, 2024), “A Deep Dive on What They Are and How They Work” (Jan. 31, 2024), “A 360‑Degree Governance Plan” (Feb. 21, 2024), and “Compliance Challenges and Solutions” (Apr. 17, 2024).
Govern Downstream Deletions
Brokers must pass DROP deletion requests downstream, but many struggle with that requirement because they do not centralize their data and cannot easily identify where deletion instructions must be forwarded, Tuttle said. “A pain point that multiple clients have flagged is that, once we figure out what we need to do, how do we action that with multiple cloud providers,” he reported.
Downstream companies also often have immature privacy programs, creating risk on both sides of the transaction, McGinnis observed. “Doing a good job of diligence on your partners on the front end of those data transfer deals is important to” satisfy obligations to pass along deletion requests, he stressed.
See “Why Companies Unintentionally Fail to Honor Opt-Outs” (Aug. 16, 2023).
Ensure Thorough Compliance Records Are Kept
Written governance is one of the most overlooked compliance controls, “the very unsexy part of this,” McGinnis noted. Organizations frequently maintain compliance processes informally. As enforcement actions demonstrate, regulators target organizations that cannot produce documentary evidence of privacy measures, he observed.
Pursue Board Buy-In
“When the GDPR came out, the way to get internal buy-in for compliance was to refer to the potential fine of up to four percent of annual global turnover,” Razmazma recalled.
California’s per-user penalties currently add up to $1 million per day, which may persuade executives that it would be a sizable savings to allocate sufficient funds for the engineering, automation and operational investment that DROP likely requires.
Brokers Raise Questions About DROP Enforcement
Isaacson’s firm submitted a letter to CalPrivacy detailing almost 20 operational hurdles, technical bugs and legal uncertainties hindering DROP compliance. The letter was assembled through discussions with clients and industry groups, Isaacson said. It requested that CalPrivacy adopt a yearlong transitional enforcement period that granted a reprieve to brokers that take good-faith steps to fully comply as the agency addresses rollout issues.
“I don’t have a lot of expectation that CalPrivacy will address any of the bigger-picture points that I raised that aren’t in the current regulations,” Isaacson said.
The agency acknowledged Isaacson’s letter during its August 2026 board meeting, stating that it is considering the letter’s points. CalPrivacy’s brief written response to Isaacson said that it had no statutory right to grant an enforcement reprieve but considers all facts in each potential enforcement action, he shared.
CalPrivacy has, however, already punished brokers despite their good-faith efforts. In June 2026, CalPrivacy fined WINR Data, Clarivate and Decision Resources even though all three companies registered on time and voluntarily informed the agency of an error in their submissions. The fines were all under $13,000.
There is likely more to come. On September 3, 2026, a CalPrivacy enforcement advisory warned brokers that mistakes on their registration documents will cost them $200 for each day the incorrect information appears in the registry.
Potential Enforcement Priorities
CalPrivacy is likely to investigate brokers reporting a low number of matched records or completed deletions, Isaacson predicted. Many brokers are struggling to match DROP requests to their records because of differences in data types, data retention periods or other processing issues, he noted. One significant obstacle is that many brokers do not maintain dates of birth, a key identifier for matching records, he said. At the same time, DROP does not provide postal addresses, which the data broker industry commonly uses to geofence California residents from the rest of the country. CalPrivacy should add postal addresses to DROP, he argued, because they would improve matching accuracy and help brokers identify California residents.
Another likely enforcement priority is transparency, as it was an overwhelming broker failure before DROP implementation. A June 2026 Stanford study found only nine percent of brokers fully met disclosure requirements. Yet, brokers have requested guidance for multiple transparency issues. DROP, the Delete Act and the CCPA each require reporting of different data points that do not fit together cleanly, Isaacson noted. With 12 DROP cycles annually, brokers undoubtedly will need to correct their earlier reports, but any standards for such revisions remain unclear and deserve guidance, he cautioned.
See “CalPrivacy Director Discusses New Audits Division and Other 2026 Actions to Come” (Mar. 4, 2026).
A Legal Challenge in 2027?
CalPrivacy must address how DROP requesters verify their California residency. It is both a practical gap and a fundamental legal issue to watch, Isaacson contended. Practically, brokers have identified a portion of DROP participants who have moved, based on postal address records, he noted. According to the U.S. Census Bureau, between two and three percent of the U.S. population annually moves out of state.
DROP’s validation of residency enabled the Delete Act to comply with the U.S. Constitution’s interstate commerce clause, Isaacson posited. His view is that “if consumers do not re-verify California residency on January 1, it becomes a constitutional law question” that opens the Delete Act to a legal challenge. CalPrivacy has not alerted consumers in public statements or regulations of their need to re-verify their California residency. “That seems very important to me as we get to 90 days out” for CalPrivacy to defend the grounds for DROP and maintain the pioneering portal’s momentum, he said. CalPrivacy did not respond to questions about residency before publication.