IAB GPP: Prepare and Enable Global Privacy Platform in 2024


3 min read

In 2024, the Global Privacy Platform (GPP) API is set to become a pivotal element in digital privacy and compliance. This platform is an evolution of the current US Privacy String and is designed to integrate various frameworks such as the EU IAB TCF, CA TCF, US MSPA, among others, with multiple optional sections for enhanced flexibility.

IAB GPP: Prepare and Enable Global Privacy Platform in 2024IAB GPP: Prepare and Enable Global Privacy Platform in 2024

Understanding the GPP and MSPA

The GPP encompasses the Multi-State Privacy Agreement (MSPA), making the latter a critical component of the GPP's functionality.

What is USNat?

USNat forms a part of the US State sections within the GPP API, playing a significant role in regional privacy compliance.

GPP 1.0 vs GPP 1.1: The Upgrade Path

It's important to note that GPP 1.1 is not backward compatible with GPP 1.0, which Google has deprecated. To upgrade to GPP 1.1, if you're using a stub JS tag, no changes are necessary. However, if your site has hardcoded the stub code, you need to update it with the new version available at Uniconsent's Documentation.

With Google Ad Manager discontinuing support for GPP 1.0, it's vital to understand how it will work with GPP and privacy laws by the end of Q1 2024. For publishers and Consent Management Platforms (CMPs) in the US, Google Ad Manager will support GPP compliance. However, for those in the European Economic Area or the UK, TCF strings remain essential as GPP won't accept them. This means EEA/UK publishers must continue using IAB TCF alongside GPP API.

Notably, the US Privacy String will be replaced by GPP in 2024, though Google will continue to read the US Privacy String beyond January 2024.

Google's GPP API does not support US National, IAB Canada TCF, US Privacy String for Utah, or IAB EU TCF v2.2.

Platforms Supporting IAB GPP 1.1 API

The following platforms have adopted the IAB GPP 1.1 API:

  • Google Ad Manager
  • Amazon Ad System
  • 3lift
  • Criteo
  • Outbrain
  • Prebid.js
  • Pubmatic
  • and more

To learn more about IAB GPP and the API, visit Uniconsent's GPP Page.


Global Privacy Platform (GPP): A technical framework by IAB that defines a format for communicating multiple privacy protocols. For instance, GPP can encapsulate existing TCF strings, various US privacy string formats, and future implementations.

GPP Section ID (SID): Within the GPP container, each encoded privacy protocol string gets its own SID, such as TCF-EU being assigned SID 2.

Multi-State Privacy Agreement (MSPA): IAB's contractual framework that aids publishers in managing diverse US state privacy laws.

About UniConsent

UniConsent CMP is a globally recognized and certified Consent Management Platform (CMP) catering to leading publishers and serving tens of millions of users daily. By providing a seamless privacy experience, UniConsent CMP helps businesses navigate the post-GDPR era and meet the evolving demands of data protection regulations. Contact us to learn more: hello@uniconsent.com

开始使您的网站和应用符合欧盟 GDPR、美国 CPRA、加拿大 PIPEDA 等法规


开始使您的网站和应用符合欧盟 GDPR、美国 CPRA、加拿大 PIPEDA 等法规