In 1997, Hosono and co-workers first reported p-type conductivity and transparency in thin films of delafossite CuAlO2. Since then, there has been an explosion of interest in developing p-type TCOs to rival the industry standard n-type TCOs. Copper delafossites have been studied extensively as p-type TCOs, but have been hampered by activated conductivity and indirect band gaps. In this study we use first principles methods to understand extrinsic and intrinsic conductivity limits in delafossite materials, attempt to use these insights to predict novel p-type materials