The attribution crisis: what B2C marketers should do about California’s DROP tool

On January 1, 2026, California launched the Delete Request Opt-Out Platform, better known as DROP. The tool allows the state’s 40 million residents to delete their personal information from more than 500 registered data brokers with a single click.

By August 1, when data brokers must begin processing these deletion requests every 45 days, the third-party data infrastructure that B2C marketers have relied upon for decades will become even more unreliable.

This isn’t a theoretical policy shift. It’s an operational one — and it demands immediate action.

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