The IAB Labs Multi State Privacy Agreement

What is the Multi-State Privacy Agreement?

To accommodate requirements for California's privacy law, the IAB Labs created the LSPA (Limited Service Provider Agreement) to manage information for the data pipeline.  As more states in the Unites States adopted privacy laws in 2023, the IAB amended the LSPA (Limited Service Provider Agreement, used for CA's privacy law prior to 2023) to the Multi-State Privacy Agreement.

Do Collective Members need to fill out the MSPA form?

All publishers in the Collective no longer need to fill out the MPSA.  If you filled out the LPSA or MPSA forms in the past, we do recommend that you login once a year to make sure the information is still accurate - or delete the record for your account.

To access the form, you'll want to login at https://tools.iabtechlabs.com and look for the MSPA link.  If you do not remember your login or password, you can input your email address at the login page to regain access.

If you run into any issues creating your account or logging in to IAB Tech lab, please contact the IAB's support at support@iabtechlab.com (we unfortunately don't have a regular rep to work with, but you can reach out to them for direct support)

In order to review your MSPA sign up, you'll want to select

This is one of the three screens you'll see when setting this up.

Please fill this out with your email address (please note, this is the email address IAB will use for the MSPA - so you will receive regular emails and might want to make sure this is a dedicated email address).

As you can see, we have First Party checked, the majority of sites in our collective will be considered this - you're a publisher and your site is considered a digital property.

This will be specific to your site(s):

you'll want to include your URL, and an opt out URL. This is the location of YOUR opt out information. Do not put SHE Media's ad services privacy policy - that could put you at legal risk.  Every site should have a privacy policy and a location for an opt out link.  Whether it's linked in your footer, on your privacy policy, you'll want to include the URL with that location here.

This is the field you'll update if you have more sites, or if you change URLs.

This is the final stage of the MSPA setup - you would check if a site is using GPP signaling. SHE Media is utilizing GPP signals, so you can check that box.

Please note, this form is no longer mandatory.  But it is important that if you still have your website included on the MSPA list, that the information be accurate.  If you want to remove your site, when you click on editing your MSPA form, you'll be able to delete a site from that listing.

(And please do not opt out of our full newsletters. If you'd like to be removed from all but the most critical of emails, reach out to our support team at support@shemedia.com and we can ensure that happens)