UPDATE — SEPTEMBER 2025: In early 2025, the Global Privacy Forum (GPP) was officially renamed the Global Privacy Protocol to avoid confusion and clarify that it is a technical standard, not a software product. The acronym “GPP” has been retained.
The implementation guidelines were finalized in February 2025, and they now serve as the definitive resource for product, engineering, and compliance teams integrating the protocol. These finalized documents are available through the IAB Tech Lab website and GitHub, shifting the focus from public comment to adoption and integration.
Throughout 2025, the scope of the GPP has expanded significantly. It now supports multiple privacy consent signals, including:
-
IAB Europe’s Transparency and Consent Framework (TCF)
-
IAB Canada TCF
-
U.S. state-specific strings (California, Virginia, Colorado, Utah, Connecticut, Delaware, Iowa, Nebraska, New Hampshire, New Jersey, Tennessee, and Minnesota, with the Minnesota standard finalized in August 2025)
The GPP continues to play a pivotal role in helping digital advertising companies manage compliance across jurisdictions while reducing costs and technical complexity. By unifying consent signals, it provides interoperability across GDPR, Canada’s privacy regimes, and the growing patchwork of U.S. state laws.
ORIGINAL NEWS STORY:
IAB Tech Lab Launches Public Comment on Global Privacy Platform Implementation Guidelines
The Interactive Advertising Bureau (IAB) Tech Lab has unveiled its Global Privacy Platform (GPP) Implementation Guidelines, designed to streamline compliance for digital advertising companies navigating increasingly complex privacy regulations worldwide. This key resource is open for a 45-day public comment period, ending on December 16, 2024.
The GPP aims to assist digital advertising supply chain participants in managing consumer privacy preferences while reducing compliance costs and boosting interoperability across varied global regulatory standards, including GDPR and U.S. state laws. According to Rowena Lam, IAB Tech Lab’s Senior Director of Product, the guidelines will offer companies a straightforward roadmap to effectively integrate the GPP, providing essential tools for both newcomers and those already experienced with the platform.
The GPP Implementation Guidelines include three core resources:
- Implementation Roadmap: Detailed steps for new users to adopt the GPP.
- Enhanced Resources: Tools for experienced teams to refine their GPP approach.
- Compliance Steps: Practical actions to align with global privacy regulations.
These guidelines are part of IAB Tech Lab’s broader mission to foster a robust and privacy-compliant digital advertising environment. The organization’s initiatives span brand safety, data management, and programmatic effectiveness, building tools that help members manage privacy in the evolving regulatory landscape.
The GPP, supported by the Tech Lab’s Global Privacy Working Group, is a critical part of IAB Tech Lab’s initiatives, which include widely-used protocols like OpenRTB and standards such as ads.txt, ensuring a trustworthy digital media environment. Industry stakeholders are encouraged to review and provide feedback on the GPP guidelines to further refine the platform.
For details on the GPP Implementation Guidelines and to submit feedback, click HERE.
Need Help?
If you have questions or concerns about AI guidelines, regulations and laws, don’t hesitate to reach out to BABL AI. Their Audit Experts can offer valuable insight, and ensure you’re informed and compliant.
