Global Privacy Platform

The Global Privacy Platform (GPP) is the IAB Tech Lab's unified framework for encoding and transmitting user privacy choices across every jurisdiction, one string format that carries GDPR consent, US state opt-outs, and Canadian consent signals together. UniConsent generates, stores, and exposes GPP strings through the standard __gpp API, so your ad stack reads one consistent signal everywhere.

What GPP Covers

GPP is a container for jurisdiction-specific "sections", each carrying the signal that law requires:

• IAB TCF EU, the European TCF 2.3 consent string for GDPR and the ePrivacy Directive
• IAB TCF Canada, consent signals for PIPEDA and Quebec Law 25
• US National (MSPA), the Multi-State Privacy Agreement section for US-wide coverage
• US State sections, California (CPRA), Virginia (VCDPA), Colorado (CPA), Connecticut (CTDPA), Utah (UCPA), and additional states as their laws take effect
• US Privacy (legacy CCPA), backwards compatibility with the older __uspapi signal

UniConsent detects the visitor's region and populates the applicable sections automatically, using geo-targeted banners: consent-based UI in Europe, opt-out UI in US states, and the right signal in each GPP section.

GPP + Prebid + Google Ad Manager

For publishers, GPP only matters if the ad stack actually reads it. UniConsent passes GPP strings to:

• Prebid.js via the consentManagementGpp module, every bidder in your header bidding stack receives the applicable state signals
• Google Ad Manager, alongside TCF and Google Additional Consent signals
• Any vendor implementing the standard __gpp CMP API

Combined with Google Consent Mode v2 and Microsoft UET, this makes one UniConsent installation the single consent source for your entire advertising and analytics stack.

GPP API 1.1 Support

UniConsent implements GPP Consent Management API version 1.1 for web, and standardized GPP storage conventions for mobile apps, so in-app ad SDKs can read GPP data the same way web tags do. Decode and inspect any GPP string with our free GPP decoder.

Opt-Out Preference Signals

UniConsent honours Global Privacy Control (GPC) and other opt-out preference signals, automatically reflecting them in the relevant GPP sections as required by California, Colorado, and other state laws. See our guide to US state privacy laws for which states require what.

Which Plans Include GPP

IAB GPP support (including MSPA and US state sections) is available on UniConsent paid plans, configurable per region from the dashboard. See pricing for plan details.

FAQ

What is the difference between GPP and TCF?

TCF is the European consent framework; GPP is the global container. A GPP string can carry the TCF EU section alongside US state sections and TCF Canada, letting one API serve every jurisdiction. GPP does not replace TCF, it transports it.

Does UniConsent support the MSPA?

Yes. UniConsent supports the US National section based on the Multi-State Privacy Agreement (MSPA), as well as individual state sections for California, Virginia, Colorado, Connecticut, Utah, and other states with active privacy laws.

How do I test my GPP implementation?

Use the free UniConsent GPP decoder to decode the string your site generates, or call __gpp('getGPPData', callback) in the browser console to inspect the live signal.

Find implementation details in the GPP 1.1 API tutorial.