IAB Tech Lab Unveils Global Privacy Platform (GPP) to Consolidate Domestic and Global Privacy Signals for Digital Advertising 

At yesterday’s State of the Nation event, we were thrilled to bring you the news that, after two years of collaboration with technical, legal and policy experts around the globe, the IAB Tech Lab has officially launched the Global Privacy Platform (GPP). With the clock already ticking on the 60 day public commentary, this important protocol, born out of the Project Rearc initiative, is designed to streamline the transmission of privacy, consent, and consumer choice signals from sites and apps to ad tech providers. Integrating with existing privacy signals such as Europe’s Transparency & Consent Framework (TCF) and California’s CCPA, it will also support the soon to be released TCF Canada (in final review) and will expand to cover even more jurisdictions in the future. 

This flexible framework enables advertisers, publishers and technology vendors to adapt to regulatory demands across markets. Reducing the cost of managing privacy compliance, and helping publishers mitigate privacy risks, it provides CMPs a single framework to encode and transmit consumer privacy preferences which they can leverage globally and across all platforms and channels.  

While all industry stakeholder groups will benefit from the reduced cost of maintaining privacy and data protection controls for users across multiple regions, consumers will also enjoy more transparency, choice, and control when it comes to their personal data. IAB Canada has been immersed in this collaborative process from its onset and could not be happier to see this important solution hit the market at this crucial time. 

“IAB Canada is proud to have led the way towards building cross-jurisdictional work. Since the implementation of the GDPR, our team has been working closely with IAB Europe and IAB Tech Lab’s Global Privacy working groups to put Canada on the radar as a priority market for modernization of privacy standards,” said Sonia Carreno, President, IAB Canada. “The TCF Canada string is built to work within the GPP and will ensure privacy is made operational through a single platform. As privacy legislation evolves, we will have secured a scalable framework that has been pressure-tested internationally and has world class engineers in place to refine it.” 

We encourage our IAB Canada members to take part in the public commentary and to provide feedback that aligns with your own requirements. You can read the full release here and review the proposed standard here

If you have any questions, please reach out to policy@iabcanada.com.