New York, USA – Digital advertising technical standards-setting body IAB Tech Lab, announces the launch of its new product, the Global Privacy Platform (GPP).
GPP is a product of IAB Tech Lab’s Project Rearc initiative. It is a single protocol designed to streamline transmitting privacy, consent, and consumer choice signals from sites and apps to ad tech providers, and integrates with existing privacy signals from Europe’s Transparency & Consent Framework and the CCPA in the United States.
The GPP enables advertisers, publishers, and technology vendors in the digital advertising industry to adapt to regulatory demands across markets. It reduces the cost of managing privacy compliance and helps 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.
Anthony Katsur, CEO, IAB Tech Lab, said, “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.”
According to Katsur, the GPP ensures that consumer privacy remains at the core of everything they do through a single platform.
Moreover, the GPP provides the flexibility required to support the needs of users, publishers, and advertisers for privacy and consumer consent. Publishers, advertisers, and ad service providers will benefit from the reduced cost of maintaining privacy and data protection controls for users across the regions they operate in.
Additionally, consumers will enjoy more transparency, choice, and control when it comes to their personal data. The GPP also helps ad service providers mitigate risk by reducing the fragmentation of privacy signalling, accommodating regional and international differences in privacy and data protection laws, and reducing the complexity of the consumer transparency and control signals they receive.
Commenting on the launch, Jon Mew, CEO of IAB UK, said, “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.”
“Privacy regulations such as the GDPR, CCPA, CPRA, PIPEDA, and numerous new local privacy laws, create immense complexity and fragmentation in the market,” said Jason Raqueno, senior director, Privacy, IAB Tech Lab.
According to Raqueno, The GPP is intended to enable participants across the advertising supply chain to navigate the complexity of numerous overlapping global privacy laws through a single platform and consent signalling protocol. “It is designed to allow adopters to respond quickly to regional changes to privacy and data protection laws at minimal cost,” added Raqueno.
