Following two years of collaboration with the industry and consultation processes with technical and legal experts across the globe, IAB Tech Lab
, the digital advertising technical standards-setting body, is proud to announce the launch of the Global Privacy Platform (GPP).
GPP is a product of IAB Tech Lab's Project Rearc
initiative. It is a single protocol designed to streamline transmitting privacy, consent, and consumer choice signals from sites and apps to ad tech providers, and integrates with existing privacy signals from Europe's Transparency & Consent Framework and the CCPA in the United States.
The GPP enables advertisers, publishers, and technology vendors in the digital advertising industry to adapt to regulatory demands across markets. It reduces the cost of managing privacy compliance and helps publishers mitigate privacy risks by providing CMPs a single framework to encode and transmit consumer privacy preferences, which they can leverage globally and across all platforms and channels. Starting today, the GPP will be available for public comment for 60 days, and will be further discussed during the upcoming IAB Tech Lab Summit: Transcend
on Thursday, June 9.
"Consumer privacy is a global issue with local and regional interpretations. One-off solutions and protocols cannot solve cross-jurisdictional consumer privacy and control challenges in the advertising ecosystem," said Anthony Katsur, CEO, IAB Tech Lab. "After two years of industry-wide collaboration and significant legal and technical investment, the GPP is ready for global industry adoption to provide consistent privacy and consent controls across all digital media channels. The GPP ensures that consumer privacy remains at the core of everything we do through a single platform. This is the first version of the GPP. We will continue investing in and developing the protocol for both the consumer's and industry's evolving needs. Our work has only just begun."