IAB US Privacy (legacy)

The IAB US Privacy (USP) string was created to support early US privacy laws, such as the California Consumer Privacy Act (CCPA). It allowed websites to indicate if users opted out of the sale of personal data.

The USP string has been replaced by the IAB Global Privacy Platform (GPP), which provides a more flexible way to signal privacy choices across multiple jurisdictions.

CookieHub support

CookieHub continues to support the USP string for backward compatibility. When you select the IAB GPP framework for a region:

• CookieHub generates the US Privacy string alongside the GPP string
• Vendors that rely on the legacy format remain compatible
• No additional setup is required

Summary

• Legacy standard for opt-out signaling (pre-GPP)
• Still used by some older vendor systems
• Automatically included when GPP is active in CookieHub