IAB Tech Lab released the Implementation Guidelines for the Global Privacy Platform this week, marking a pivotal step in establishing industry-wide standards for consent and data privacy. The GPP protocol was launched ahead of Law 25 with IAB Canada’s award-winning and internationally recognized Transparency and Consent Framework (TCF) which allows ad tech stakeholders to use signals to determine whether they can process data for advertising or not within the bid stream.
With dozens of privacy regulations emerging across several jurisdictions internationally, keeping on top of compliance has become increasingly challenging. The GPP is a protocol created to simplify the transmission of privacy, consent, and consumer choice signals from websites and apps to ad tech providers, enabling the digital advertising industry stakeholders to meet regulatory requirements across different markets. This framework reduces the complexities associated with international privacy regulations, such as GDPR and U.S. state laws, and is designed to drive transparency and user trust across the digital ecosystem.
“Our focus at IAB Canada has always been on equipping the industry with standards, codes of practice and practical tools to stay ahead of regulatory demands,” said Sonia Carreno, President of IAB Canada. “We are proud to have launched leveraging this important protocol from the IAB Tech Lab. These implementation guidelines will further empower industry stakeholders to implement consent guidelines seamlessly while driving forward the collective goal of an open and privacy-conscious digital environment.”
Rowena Lam, Senior Director of Product at IAB Tech Lab, highlighted the practical applications of the GPP, stating, “Our goal is to provide clear, actionable steps for companies to integrate the GPP into their operations. These guidelines not only support teams new to GPP but also enhance the compliance process for those already familiar with the platform.”
Industry members are encouraged to review and contribute feedback during the public comment period, open until December 16, 2024. For more details and to participate, visit https://iabtechlab.com/standards/gpp-implementation/. Together, let’s drive the industry forward toward stronger privacy solutions and practices.