The California Consumer Privacy Act (CCPA) adopted in 2018 and strengthened by subsequent amendments under the California Privacy Rights Act (CPRA) introduced requirements making it mandatory for businesses to honour automated opt-out signals as valid expressions of a consumer's choice to limit the sale or sharing of their personal data.

These signals, such as the Global Privacy Control (GPC), serve as a user-enabled browser or device setting that communicates their desire to opt out universally without requiring individual interactions with each website. Actually, the CPRA clarified and reinforced this obligation by mandating businesses to recognize such signals and apply them consistently, eliminating the burden on consumers to manually opt out on each site. The DAA Consumer Choice Tool is now available in the US.

For years (since 2019), ID side has been working on "automated signals as valid expressions of a consumer's privacy choices" to put individuals in control of their personal data online. We prototyped it since 2020 and and filed a patent application for our invention (a "Personal data choice management Platform" or PDCMP). This provision is an international legal and regulatory landmark as it helps ensure a streamlined, user-friendly and practical approach to digital privacy rights.

In June 2024, ID side started exchanging with the Digital Advertising Alliance (DAA) about its project, the DAA Consumer Choice Tool launched in the US and their intertwining features.