Understanding Privacy Framework - what is GPP?

In the last few years, industry-wide, we've seen multiple privacy laws take effect.  The largest being GDPR.  And now in the US, several states have privacy laws.

Prior to 2024, there were two standards for privacy framework. One for GDPR, one for the US - and every publisher in our network needed to handle both.

Now, as of February 2024, there is a unified framework. GPP (Global Privacy Protocol) or GPC (Global Privacy Control) allows one framework to send any signal needed based on the location of a visitor to your site.

This is a brand new framework, developed by the IAB (Interactive Ad Bureau). We are still learning more about how it works, whether it changes how ads or analytics trackers run.  And we will continue to educate you on how this works.

Do you have a cookie plugin on your site?  Do you have your own consent management platform that is GPP compliant?  Let the support desk know, so that we can make sure that things are configured appropriately on your site.