California’s privacy law has had ‘no impact’ on ad revenues or inventory, but indirect effects could hurt

California’s privacy law has cost publishers and ad tech firms when it comes to legal fees and compliance software purchases, but it turns out it’s had little to no impact on ad revenues, prices or inventory, according to publishers. Yet despite the lack of immediate impact, companies Digiday spoke with say there are ripple effects from CCPA that they expect to feel in a much more tangible way in the near future.

Since July 2020, ad tech firm Centro has removed ad inventory from its ad auctions if there’s a CCPA-related opt-out signal associated with it. But, said Derek Zolner, vp of legal affairs at the company, CCPA has “not made a meaningful change in our supply and demand.”

Read more in Digiday.