IAB US Privacy (legacy)
The IAB US Privacy (USP) string is a legacy signal format created by the IAB Tech Lab to support early US privacy laws, such as the California Consumer Privacy Act (CCPA). It allowed websites to communicate whether users opted out of the sale of personal data.
This format has been replaced by the IAB Global Privacy Platform (GPP), which offers a more robust and flexible approach to privacy signaling across US states and other jurisdictions.
CookieHub support
While the USP string is no longer the preferred standard, CookieHub continues to support it for backward compatibility.
When the IAB GPP framework is selected for a region, CookieHub:
- Automatically generates the US Privacy string alongside the GPP string
- Ensures compatibility with vendors that still rely on the legacy format
- Requires no additional setup or configuration
Summary
- Legacy opt-out signaling standard (pre-GPP)
- Still used by some older vendor systems
- Automatically included by CookieHub when GPP is active
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