A Checklist of legal issues a company should consider when conducting online behavioral advertising (OBA) (also known as interest-based advertising) and collecting data for OBA. This checklist discusses privacy issues raised by OBA, such as complying with self-regulatory guidelines, complying with state privacy laws like the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act of 2020 (CPRA), and the enhanced notice requirement of the Digital Advertising Alliance's (DAA) OBA principles.