The billionaire behind California’s sweeping new data privacy law reveals his plans to further regulate the ad industry and fight big tech lobbyists
Mactaggart said these players' attempts to dilute the initiative and his own desire to strengthen certain protections inspired him to propose CPREA. "I expected they would want to clarify certain elements, but hadn't thought they would try to dismantle the law," he said.
Mactaggart said that, most importantly, CPREA would prohibit sensitive personal information such as geographic location, financial status, sexual orientation, and HIV status from being used in ad targeting. Critics said the laws could hurt ad tech and agencies more than Facebook and Google. Mactaggart said they're missing the point.
Mactaggart argued that as more users opt out of targeting under the new regulations, Facebook and Google would gradually lose their ability to track and target people with ads. He acknowledged CCPA and CPREA could hurt sellers of third-party data and their media agency customers, though.
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