IAB Tech Lab launches Global Privacy Platform (GPP) to consolidate privacy signals for digital advertising

Posted on: Monday 06 June 2022 | IAB UK

The GPP streamlines how technology makes sense of choice, transparency and consent by providing an adaptive framework that puts the consumer at the centre

After two years of industry collaboration and consulting with technical and legal experts, IAB Tech Lab has launched the Global Privacy Platform (GPP). A product of IAB Tech Lab’s Project Rearc initiative, GPP is a single protocol designed to streamline transmitting privacy, consent and consumer choice signals from sites and apps to ad tech providers. It also integrates with existing privacy signals from Europe’s Transparency & Consent Framework and CCPA in the U.S.

The GPP enables advertisers, publishers and technology vendors in the digital advertising industry to adapt to regulatory demands across markets. It aims to reduce the cost of managing privacy compliance and to help 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. 

“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…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.” said Anthony Katsur, CEO, IAB Tech Lab.

“The fact that the Global Privacy Platform is not a one-size-fits-all approach is really positive. It’s open and extensible and equips the industry with both a technical standard and comprehensive set of tools to approach new jurisdictions with the capability to comply with local laws and consumer expectations. It will play an instrumental role in our industry when it comes to striking a balance between privacy and sustaining an ad-supported digital media ecosystem. ” said Jon Mew, CEO, IAB UK. 

From 1 June 2022, the GPP will be available for public comment for 60 days and will be discussed during the IAB Tech Lab Summit: Transcend on Thursday 9 June.

IAB Tech Lab encourages publishers, brands, media companies and legislative officials to provide feedback on the GPP. Review the proposed standard and provide feedback here

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