The IAB Tech Lab has announced a change in terminology and an expansion of its US data protection compliance agreement. The previous US national section of its Global Privacy Platform (GPP) will now be called the Multi-State Privacy Agreement (MSPA) US National Section.
In addition, the MSPA has now been expanded to 14 additional states as more states move forward with legislation addressing data privacy issues. The news follows the IAB’s launch earlier this week of the IAB Diligence Platform, a third-party privacy compliance solution available to digital advertisers, agencies, adtech companies and publishers.
Why we care. With no national or federal data privacy regulations in place yet and likely to remain so for an indefinite period, complying with individual state regulations is a complex and challenging task. To be future-proof, brands should comply with or exceed the most stringent regulations.
The work of the IAB Tech Lab supports this need and it is great to see that it is still in progress.
The global data protection platform. The GPP, of which the MSPA is just one section, is part of a portfolio of solutions designed to help route 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 data protection regulations. The list of covered states included California, Virginia, Utah, Colorado, and Connecticut, and has now been significantly expanded.
