The Colorado Privacy Act (CPA) goes into effect on July 1, 2023. We’ll discuss the CPA's new Universal Opt-Out Mechanism (UOOM) in light of current Global Privacy Control (GPC) guidelines. Plus, with the Sephora decision in 2022, the California Attorney General threw down the gauntlet with a $1.2 M fine and let companies know that ignoring clear consumer signals will not be tolerated. This session will discuss the history of consumer preference signals like Do Not Track/Do Not Target (DNT), the technology behind the new GPC, and the regulations driving adoption. As new state privacy laws are enacted in the US, understanding UOOM and GPC will become critical to your company's success.