GPP (Global Privacy Protocol) is a broader IAB Tech Lab standard that harmonises privacy and consent signals across different regulatory jurisdictions — GDPR in Europe, CCPA in California, and others.\n\nRelevant for any brand running cross-market agentic campaigns, GPP complements TCF for cross-border compliance.
GPP
Global Privacy Protocol
privacy
An IAB Tech Lab standard that harmonises privacy and consent signals across regulatory jurisdictions like GDPR and CCPA.