It’s estimated that smart TVs will make up 70% of televisions shipped this year. This will give companies new data on the shows we watch and how long we watch them, which means better TV ad targeting.

Typically, TV and app makers say they don’t collect your data unless you’ve opted-in to share it, and what data they share isn’t linked to any personally identifiable information, but to an identifier that connects to a wealth of other data about you. In any case, Navin and other TV techies generally like to emphasize all that you get in exchange for turning over your viewing data. Samba’s software, for instance, can recommend shows for you to watch based on what you’ve already seen.

On Thursday, the state’s State Assembly voted 58-17 on a California privacy law called S.B. 822. It would implement the strongest net neutrality provisions in the U.S.

Here’s where it goes above and beyond the policy developed under the Obama administration: The bill also bans zero rating, which allows service providers to charge customers for data use on some websites but not on others. If you want to dive deeper into the nitty-gritty, take a look at the bill here.