IAB Global Privacy Platform (GPP)
The IAB Global Privacy Platform (GPP) is a technical framework developed by IAB Tech Lab to standardize the way privacy preferences are communicated to vendors. It replaces the older US Privacy (USP) string and is designed to support multiple privacy jurisdictions through a modular consent string format.
CookieHub supports IAB GPP for US privacy laws only, allowing you to signal user opt-out preferences for specific US states using a standardized and vendor-compatible format.
What is GPP used for?
In CookieHub, GPP is used to:
- Signal opt-out requests under US state privacy laws
- Communicate user preferences to advertising and analytics vendors that support the GPP framework
- Display the “Do Not Sell or Share My Personal Information” option required by laws such as the CPRA
CookieHub does not support international GPP sections (such as those for Canada or Europe). Only the U.S. national-level sections of the GPP specification are supported.
What does the GPP string contain?
The GPP string includes jurisdiction-specific information for supported US states, such as:
- Whether the user has opted out of:
- Selling or sharing personal data
- Targeted advertising
- Processing of sensitive data
- Whether notice was provided
- Whether consent was obtained
- Applicable section IDs (e.g.,
US-CA,US-CO,US-CT, etc.)
The string is passed to vendors that support GPP to adjust their behavior accordingly.
CookieHub integration
When you assign the IAB GPP framework to a region in CookieHub:
- A GPP string is generated automatically for users in that region
- Only US privacy sections are included (e.g., California, Colorado, etc.)
- CookieHub also includes the legacy IAB US Privacy (USP) string for backward compatibility
- The “Do Not Sell or Share My Personal Information” link is shown to the user when applicable
- Supported vendors (e.g., Google, Meta, others) will receive the signal
No additional configuration is required—CookieHub manages string generation and UI presentation automatically.
When to use IAB GPP
Use IAB GPP in regions covered by CookieHub’s US privacy law support:
- California (CPRA)
- Colorado (CPA)
- Connecticut (CTDPA)
- Utah (UCPA)
- Virginia (VCDPA)
- And other supported US states
Use it if:
- You need to comply with opt-out requirements in these states
- You use vendors that support GPP or the legacy US Privacy string
- You want CookieHub to automatically manage user opt-out signaling
How to enable IAB GPP in CookieHub
- Go to Dashboard → Domain list
- Click the domain you want to configure
- Click Settings
- Under Regional settings, set the framework for the region (e.g., United States or individual states) to IAB GPP
- Save your changes
CookieHub will handle everything else automatically.
Summary
| Feature | CookieHub Support |
|---|---|
| US state privacy section support | ✅ Yes |
| International GPP sections | ❌ Not supported |
| IAB GPP string generation | ✅ Yes |
| Legacy US Privacy (USP) string | ✅ Yes |
| Vendor signaling (e.g., Google, Meta) | ✅ Yes |
| Do Not Sell or Share interface | ✅ Yes |