The Global Privacy Platform (GPP) by IAB Tech Lab is a framework that simplifies the process of sharing privacy, consent, and consumer choice information between websites, apps, and adtech vendors. It combines privacy signals from Europe's Transparency and Consent Framework (TCF) for GDPR compliance and the Multi-State Privacy Agreement (MSPA) for US privacy laws in California, Virginia, Connecticut, Colorado, and Utah.
The GPP benefits advertisers, publishers, and adtech vendors because it helps them meet regulatory requirements in different markets. The GPP reduces the costs associated with managing privacy compliance and assists publishers in minimizing privacy risks. It achieves this by providing Consent Management Platforms (CMPs) with a single framework to encode and transmit consumer privacy preferences. This framework can be used globally and across various platforms and channels. Adform DSP, SSP, Ad Server, and DMP support the GPP framework.
Note
To better understand data privacy regulations, see Adform Academy course Understand Evolving Privacy Regulations.
The GPP signaling process is a way for users to signal their privacy preferences to websites and adtech providers.
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Publishers and advertisers use CMP to manage user consent for data processing activities on their webpages. The CMP captures a visitor's preferences and packages them into a standard payload called the GPP string.
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The CMP sends a request to Adform in one of the following ways:
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OpenRTB: Adds the GPP string into the field within the
regsobject. -
URL Parameters and Macros: Replaces a dedicated macro in the URL request. IAB has defined a set of URL parameters and macros that can be used to pass the GPP string.
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Adform receives a GPP signal and retrieves user privacy preferences.
The GGP string contains sections that represent a unique privacy signal, usually a unique jurisdiction. Current sections in the GPP string are USPrivacy (United States), TCF (European Union), GPC (Global Privacy Control), and CTC (Canadian Trust Center).
Adform supports two out of nine privacy signals.
|
GPP Section ID |
Description |
Supported by Adform |
Comment |
|---|---|---|---|
|
1 |
EU TCF v1 section |
No |
Deprecated |
|
2 |
EU TCF v2 section |
Yes |
|
|
3 |
GPP header section |
- |
Not a privacy signal |
|
4 |
GPP signal integrity section |
- |
Not a privacy signal |
|
5 |
Canadian TCF section |
No |
|
|
6 |
US privacy string (CCPA) |
No |
Will be deprecated on September 30, 2023 |
|
7 |
US national section (MSPA) |
Yes |
|
|
8 |
US California section |
No |
|
|
9 |
US Virginia section (VCDPA) |
No |
|
|
10 |
US Colorado section (CPA) |
No |
|
|
11 |
US Utah section (CPA) |
No |
|
|
12 |
US Connecticut section (CTDPA) |
No |