Privacy compliance has become a hot topic across the ad tech industry, especially as several new US state privacy laws go into effect during 2023.
|Certain states now require contracts to be in place for any interaction that is considered a “sale” of personal information, and that term is being very loosely defined by some states.
IAB Solution: Multi-State Privacy Agreement (MSPA)
In addition, to support the growing number of privacy laws the industry needed a uniform way to honor and transmit a user’s privacy choices throughout the ad ecosystem.
What is the MSPA?
The MSPA was developed to support contractual requirements now required by new US state legislation.
The GPP was developed to simplify the transmission of privacy signals downstream.
To stay privacy complaint in 2023, the IAB encourages all relevant parties to become signatories of the MSPA, and to support usage of the GPP - as this will be the only platform to accommodate US privacy law consent