With over a dozen US states enacting comprehensive consumer privacy acts (including California, Virginia, Colorado, and Connecticut), publishers need unified multi-jurisdictional consent signaling.
How the IAB GPP Solves Fragmentation
The Global Privacy Platform (GPP) packages discrete state-level consent flags into a unified binary string parsed by ad tags and SSPs. Setting up GPP eliminates the need for separate compliance scripts per state, maintaining seamless monetization across nationwide American audiences.