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 2024
The GPP encompasses the Multi-State Privacy Agreement (MSPA), making the latter a critical component of the GPP's functionality.
USNat forms a part of the US State sections within the GPP API, playing a significant role in regional privacy compliance.
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.
The following platforms have adopted the IAB GPP 1.1 API:
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.
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: email@example.com