---
title: "Limit Ad Tracking and CCPA Technical Requirements"
slug: "limit-ad-tracking-and-ccpa-technical-requirements"
updated: 2025-05-20T19:11:31Z
published: 2025-05-20T19:11:31Z
canonical: "docs.developer.comcast.com/limit-ad-tracking-and-ccpa-technical-requirements"
stale: true
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.developer.comcast.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Limit Ad Tracking and CCPA Technical Requirements

## Overview

X1 Platform customers have access to a setting that allows them to opt out of personalized advertising within X1 Apps and other activities subject to opt-out rights under applicable privacy laws, such as Cal. Civ. Code §1798.135: Do Not Sell My Personal Information.

The following values are passed based on whether the customer has elected to opt out of personalized advertising and other activities subject to opt-out rights under applicable privacy laws, such as Cal. Civ. Code §1798.135: Do Not Sell My Personal Information:

| Status | Value |
| --- | --- |
| Setting is **ON** Customer has not opted-out *This is the default.* | lmt = 0 us_privacy = 1-N- |
| Setting is **OFF** Customer has opted-out | lmt = 1 us_privacy = 1-Y- |

The values are derived from the [IAB Identifier For Advertising (IFA) for Over-the-Top Devices](https://iabtechlab.com/standards/guidelines-identifier-advertising-over-the-top-platforms/), and the [IAB CCPA Compliance Framework](https://iabtechlab.com/standards/ccpa/). These values are subject to change, as described in the linked documentation.

| Key | Supported Values |
| --- | --- |
| lmt | • 0 = user can receive personalized advertising • 1 = user cannot receive personalized advertising |
| us_privacy | • 1-N- = user has not opted-out of other activities subject to opt-out rights under applicable privacy laws, such as Cal. Civ. Code §1798.135: Do Not Sell My Personal Information • 1-Y- = user has opted-out of other activities subject to opt-out rights under applicable privacy laws, such as Cal. Civ. Code §1798.135: Do Not Sell My Personal Information |

When you receive these values (in at least one of the methods described below), you and any 3rd parties who can access customer data through your X1 App must comply with applicable law. (**Note**: You will need to be registered and approved to view this document)

## Technical Implementation

The values listed above will be passed to **all** X1 Apps:

*Please click on the links below for more detail.

- As a [App URL Specifications](/docs/app-url-specifications).
- As a [X1 Platform Privacy Settings HTTP Header](/docs/x1-platform-privacy-settings-http-header).

The values are also returned with:

- The [info()](/docs/info) method.
- Asynchronous [Integrated Billing Summary](/docs/integrated-billing-summary) transactions.

You may consume the values using whichever implementation best fits your X1 App. You are responsible for passing on the values to parties receiving Comcast personal information from the X1 Platform in the method they specify (for example, advertising networks).