A new report from IAB highlights the rapid growth of new ad formats in the CTV space
IAB Tech Lab, the global digital advertising technical standards-setting body, announced significant updates to the US National Section of the Global Privacy Platform (GPP).
Moving forward, the US National Section will be renamed the Multi-State Privacy Agreement (MSPA) US National Section. These updates expand the coverage of the MSPA US National Section and provide detailed clarifications to support proper compliance usage within the digital advertising ecosystem.
“Proper usage of the MSPA US National Section is essential for legitimate regulatory compliance across multiple US jurisdictions,” said Anthony Katsur, CEO, IAB Tech Lab. “This section should only be used by MSPA signatories or Certified Partners who choose to use the ‘National Approach’ defined in the MSPA. Our goal is to equip the industry with the tools necessary to aid in their compliance across a myriad of state privacy laws. By leveraging the MSPA’s ‘US National’ approach supported by the GPP’s MSPA US National Section signaling, the industry has the means to harmonize cross-jurisdictional US privacy compliance.”
In October 2022, IAB and IAB Tech Lab launched the MSPA and state-level sections in the GPP to ensure compliance with new state privacy laws, including California, Colorado, Connecticut, Utah, and Virginia. Together, the MSPA and the GPP aid the digital advertising industry in managing consent and privacy across multiple jurisdictions.
“The feedback from our members and the broader community is invaluable in refining these standards and ensuring they meet the needs of the industry,” added Katsur. “We encourage all industry stakeholders and government regulators to participate in this public comment period and provide feedback.”
The public comment period is open until September 12th, 2024.
Access the updates here
