IAB Global Privacy Platform (GPP)

The IAB Global Privacy Platform (GPP) is a standard developed by IAB Tech Lab to unify how privacy preferences are communicated to vendors. It replaces the older US Privacy (USP) string and supports multiple jurisdictions through a modular consent string.

CookieHub supports IAB GPP for US privacy laws only, allowing you to signal user opt-out preferences in a vendor-compatible format.

What is GPP used for?

In CookieHub, GPP is used to:

• Signal opt-out requests under US state privacy laws
• Communicate preferences to vendors that support GPP
• Display the “Do Not Sell or Share My Personal Information” link required by laws like CPRA

CookieHub does not support GPP sections for other regions (such as Canada or Europe). Only US national and state-level sections are included.

What does the GPP string contain?

The GPP string includes jurisdiction-specific information for supported US states, such as:

• Whether the user 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)

The string is sent to vendors that support GPP so they can adjust behavior accordingly.

CookieHub integration

When you assign the IAB GPP framework to a region:

• CookieHub generates the GPP string automatically
• Only US privacy sections are included (e.g., California, Colorado, etc.)
• The legacy IAB US Privacy (USP) string is also generated for backward compatibility
• The “Do Not Sell or Share My Personal Information” option appears when required
• Vendors like Google and Meta receive the signal automatically

No extra setup is needed—CookieHub manages string generation and UI presentation.

When to use IAB GPP

Use IAB GPP if:

• You need to comply with US state privacy laws, such as:
  • California (CPRA)
  • Colorado (CPA)
  • Connecticut (CTDPA)
  • Utah (UCPA)
  • Virginia (VCDPA)
• You work with vendors that require GPP or US Privacy signals
• You want CookieHub to manage opt-out signaling automatically

How to enable IAB GPP in CookieHub

1. Go to Dashboard → Domain list
2. Select the domain
3. Click Settings
4. Under Regional settings, set the framework for the region (e.g., United States or individual states) to IAB GPP
5. Save your changes

CookieHub will handle the rest.

Summary of features