Global Privacy Protocol

The Global Privacy Protocol (GPP) is part of a portfolio of solutions developed by IAB Tech Lab, as part of the Project Rearc initiative, to help the industry solve the challenges that come with the need to address differing and evolving privacy regulations worldwide.  

The GPP is a protocol designed to streamline the transmission of privacy, consent, and consumer choice signals from sites and apps to ad tech providers; it enables advertisers, publishers and technology vendors in the digital advertising industry to adapt to regulatory demands across markets. The GPP currently supports the following privacy strings: the IAB Europe TCF, the IAB Canada TCF, the MSPA’s US National string, and a number of  US State strings. The Protocol will continue to be expanded to support additional jurisdictions with data privacy regulations. For the most up-to-date information on supported privacy strings, see Section Information in the Global Privacy Protocol github repository.

The Global Privacy Working Group has developed GPP implementation guidelines which were finalized in February 2025. You can access the guidelines here.