IAB Tech Lab Launches Global Privacy Platform

Posted by Brand Safety Institute • Jun 2, 2022 2:35:53 PM

In an effort to simplify privacy efforts worldwide, the IAB Tech Lab unveiled its Global Privacy Platform (GPP) initiative on June 1 and announced that the initiative was open for public comment for 60 days.

The GPP is “a single protocol designed to streamline transmitting privacy, consent, and consumer choice signals from sites and apps to ad tech providers” worldwide, according to the IAB Tech Lab. The result of two years of consultation with technical and legal experts, the GPP is an effort to make it easier for companies to comply with the wide range of privacy regulations found around the world.

“The GPP enables advertisers, publishers and technology vendors in the digital advertising industry to adapt to regulatory demands across markets,” the IAB Tech Lab said in its release. “It reduces the cost of managing privacy compliance, and helps publishers mitigate privacy risks.” The GPP is part of the IAB Tech Lab’s Project Rearc, an initiative launched in 2020 to address the deprecation of third-party cookies and the advent of new privacy regulations in locations around the world.

Shailley Singh, Senior Vice President of Product Management and Global Programs for the IAB Tech Lab, spoke recently with Louis Jones, the BSI’s Brand Safety Officer-in-Residence and detailed various IAB Tech Lab initiatives. Of the GPP, Singh said, “this will allow you to propagate the privacy choices that the consumer has made in a very easy and seamless manner versus trying to build multiple things for multiple jurisdictions.”


Watch Louis’ complete interview with Shailley here.

The GPP will be available for public comment until July 30.


Photo by Jeremy Bezanger on Unsplash

Topics: Privacy, IAB, IAB Tech Lab