Glossary
What is GPP (Global Privacy Platform)?
Also called: Global Privacy Protocol, GPP string
GPP is IAB Tech Lab's single privacy string for many laws, such as US state opt-outs. Once Global Privacy Platform, it is now Global Privacy Protocol.
हिंदी में पढ़ेंGPP began as the Global Privacy Platform and was renamed Global Privacy Protocol, keeping the acronym. A GPP string has a header followed by numbered sections, one per law or framework. For example, section 7 is the US national section, 8 is California and 10 is Colorado.
It replaced the four-character US Privacy string, such as 1YYN, which spoke for one law, California’s. IAB Tech Lab deprecated that string on 31 January 2024. Newer state laws add opt-outs for sharing and targeted advertising, which GPP can carry. Google Ad Manager still reads the old string for backward compatibility but recommends GPP.
In the bid stream, the CMP writes the string and Prebid’s consentManagementGpp module passes it in regs.gpp, with the sections that apply listed in regs.gpp_sid. The US national section also has a GPC field, so a browser’s Global Privacy Control signal can be recorded as an opt-out.
Example
A reader in Denver opts out of targeted ads. The CMP writes a GPP string with the Colorado section, and the bid request carries <code>gpp_sid: [10]</code>. Buyers still receive the request and can still buy the impression, but without targeting on her data.
Why it matters to publishers
US privacy laws differ by state, and buyers need a signal they can read. A CMP that writes GPP, and a Prebid build that passes it, keeps US opt-outs travelling with your traffic.