As the digital advertising industry adapts to evolving and expanding privacy regulations around the world, including in 2025, India and a growing number of US States, the IAB Tech Lab’s Global Privacy Platform (GPP) has been a central standard enabling stakeholders to comply with regulators. In calling the standard a platform, however, has resulted in confusion in some areas, which assume it is software licensed and maintained by IAB Tech Lab, rather than the definition of a protocol which all parties can adopt and use in their own processes to ensure regulatory compliance. To reduce this confusion, in February 2025, IAB Tech Lab is renaming the Global Privacy Platform to the Global Privacy Protocol, but the acronym remains the same – GPP.
As part of this update, we have also revised the GPP Standards page on our website, along with other references on the website, to reflect the new terminology and to capture the different components of the overall protocol, which continue to expand as regulatory requirements evolve. We welcome suggestions for how that be better illustrated at marketing@iabtechlab.com
It is important to note that the Standards page on IABTechLab.com is intended as a quick reference only. The full protocol details, along with the various guidances and version history, with public comment records, resides in the Tech Lab GitHub repository, which should be used as the source of truth if there are questions about the protocol.
If you are interested in being part of how the industry continues to evolve this critical standard for ensuring industry compliance across the supply chain, please join the Global Privacy Working Group, or if you are interested in helping drive the overall industry strategy for compliance and the ongoing increase in signal loss, please join the PRCG (Privacy & Rearc Commit Group).
Rowena Lam
Sr Director, Privacy & Data
IAB Tech Lab