The IAB Tech Lab announced a change in terminology and an expansion of its U.S. you-need-to-know">privacy compliance agreement. What had previously been the U.S. National Section of its Global Privacy Platform (GPP) will now be known as the Multi-State Privacy Agreement (MSPA) U.S. National Section.
In addition, the MSPA has now been expanded to include 14 additional states as more states advance legislation addressing privacy issues. The news follows the IAB’s launch earlier this week of IAB Diligence Platform, a third-party privacy compliance solution available for digital advertisers, agencies, adtech companies and publishers.
Why we care. In the continuing and likely indefinite absence of national, federal privacy regulations, compliance with individual state regulations is complex and challenging. Future-proofing suggests that brands should comply with, or even exceed, the most stringent regulations out there.
The IAB Tech Lab’s work supports this need and it’s good to see that it remains a work in progress.
The Global Privacy Platform. The GPP, of which the MSPA forms just one section, is part of a portfolio of solutions designed to help channel privacy, consent and consumer choice signals from websites and apps to adtech providers.
The GPP currently supports the IAB’s European and Canadian Transparency and Consent Frameworks, as well as state-specific privacy regulations. The list of states covered had comprised California, Virginia, Utah, Colorado and Connecticut, a list now significantly expanded.
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