{"id":18906,"date":"2026-05-15T10:33:38","date_gmt":"2026-05-15T08:33:38","guid":{"rendered":"https:\/\/stage.usercentrics.com\/us\/?page_id=18906"},"modified":"2026-05-18T10:22:15","modified_gmt":"2026-05-18T08:22:15","slug":"global-privacy-platform","status":"publish","type":"page","link":"https:\/\/usercentrics.com\/us\/global-privacy-platform\/","title":{"rendered":"Global Privacy Platform (GPP) for U.S. Businesses"},"content":{"rendered":"
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Global Privacy Platform (GPP) for U.S. Businesses<\/h1>
The MSPA US National Section of the IAB Global Privacy Platform \u2014 now the Global Privacy Protocol \u2014 standardizes how privacy signals are encoded and transmitted across U.S. state laws and ad tech systems.<\/div>\n
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Are you managing privacy across multiple U.S. states?<\/strong><\/h2>\n<\/div>\n\n\n\n

More than 20 states now have comprehensive privacy laws in effect. Each defines opt-out rights, signal requirements, and data handling obligations differently.<\/p>\n\n\n\n

Without a standardized approach, businesses end up with fragmented tools, inconsistent consent logic, and compliance gaps across vendors and systems.<\/p>\n\n\n\n

GPP MSPA US National provides a single technical framework to manage privacy signals across all of them.<\/p>\n\n\nLearn about the Global Privacy Protocol \u2192<\/span><\/a>\n<\/div>\n\n\n

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What Is the GPP MSPA US National?<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n

In early 2025, IAB Tech Lab renamed the Global Privacy Platform to the Global Privacy Protocol. The new name clarifies what it is: a technical standard for encoding and transmitting privacy signals across the digital advertising supply chain.<\/p>\n\n\n\n

GPP MSPA US National gives publishers, advertisers, and ad tech vendors a consistent way to communicate visitor consent and opt-out preferences across systems, regardless of which U.S. state laws apply.<\/p>\n\n\n\n

GPP works alongside your CMP, not instead of it. Usercentrics captures visitor consent preferences. GPP standardizes how those preferences are encoded and passed to downstream vendors and systems.<\/p>\n\n<\/div>\n\n<\/div><\/div>\n\n

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What GPP MSPA US National Implementation Involves<\/strong><\/h2>\n\n\n\n

Implementing GPP MSPA US National involves two things: a technical specification and a contractual commitment. The technical side is the GPP string itself, a standardized format for encoding and transmitting privacy signals across your systems and vendors. <\/p>\n\n\n\n

The contractual side is the MSPA. Unlike a pure signaling standard, the MSPA creates binding legal obligations among all signatories across the digital advertising supply chain.<\/p>\n\n\n

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A standardized signal format<\/h5>\n
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Privacy preferences need to be encoded and transmitted consistently, across your systems and every vendor in your supply chain. GPP provides a single structured consent string, governed by the MSPA contractual framework, carrying the relevant state-law signals wherever data flows downstream.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n

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Alignment across vendors and partners<\/h5>\n
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Ad tech vendors, publishers, and internal systems all need to interpret GPP signals the same way. Inconsistency creates compliance gaps. The MSPA is the contractual framework that governs how all signatories handle those signals consistently.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n

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A framework that evolves with the law<\/h5>\n
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GPP is updated by IAB Tech Lab as new state laws take effect. Your implementation needs to keep pace automatically. As an IAB Tech Lab member, Usercentrics is involved in implementing new state sections, making them available to customers as they are released.<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n<\/div>\n\n<\/div><\/div>\n\n

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See Usercentrics CMP in Action<\/div>\n
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GPP support is built into Usercentrics CMP. See how it handles consent capture, signal encoding, and privacy preference management.<\/p>\n <\/div>\n <\/div>\n

\n Explore the demo<\/span><\/a> <\/div>\n <\/div>\n<\/div>\n