2024 January 31: Adoption of IAB Global Privacy Platform (GPP) and Support for the US Multi-State Privacy Agreement (MSPA)

Viktorija
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Example 1. 2024 January 31: Adoption of IAB Global Privacy Platform (GPP) and Support for the US Multi-State Privacy Agreement (MSPA)

The IAB Global Privacy Platform (GPP) is a framework that helps consolidate existing and future privacy signals globally. The GPP benefits advertisers, publishers, and technology vendors in the digital advertising industry by helping them meet regulatory requirements in different markets.


The IAB Global Privacy Platform (GPP) is a framework that helps consolidate existing and future privacy signals globally. The GPP benefits advertisers, publishers, and technology vendors in the digital advertising industry by helping them meet regulatory requirements in different markets.

Instead of having to support multiple, disparate privacy signals (for example, TCF 2.2, CCPA), the GPP combines these into a single protocol which is simpler and easier to scale as more US states and countries worldwide adopt data privacy regulation.

As of January 31, 2024, Adform supports Global Privacy Platform signals for the Transparency and Consent Framework (TCF) and the Multi-State Privacy Agreement (MSPA) for US state privacy laws.

For more information, see Learn About Global Privacy Platform and Learn About Multi-State Privacy Agreement.

Additional information and guidance on GPP and MSPA can be found in our Privacy Center.

To better understand data privacy regulations, see Adform Academy course Understand Evolving Privacy Regulations or read our article Quick Look: The Next 6 Months in Privacy Regulation.

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