So what is GPP

IAB Tech Lab has developed a range of solutions under the Project Rearc initiative to tackle the challenges associated with diverse and ever-changing privacy regulations around the globe. One of these solutions is the Global Privacy Platform (GPP).

The GPP, functioning as a protocol, facilitates the seamless flow of information concerning privacy, consent, and consumer preference from sites and applications to ad tech suppliers. This protocol enables players in the digital advertising sphere, including advertisers, publishers, and technology vendors, to keep pace with regulatory requirements across various markets.

At present, the GPP can process three types of consent strings: US Privacy, IAB Europe TCF, and IAB Canada TCF. In the upcoming weeks, the platform will expand its capabilities to include privacy strings tailored for the specific requirements of various US states such as California, Virginia, Utah, Colorado, and Connecticut.

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