GPP Will Add Support for 5 More State Privacy Laws in Q2
NEW YORK CITY -- The Interactive Advertising Bureau aims to provide a more predictable cadence of state privacy law updates to its global privacy protocol (GPP) this year, Rowena Lam, IAB Tech Lab senior director of privacy and data, said Thursday during IAB’s Signal Shift event.
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The GPP is a standard for accepting consumer privacy signals. IAB previously was playing “catch-up,” supporting a laundry list of state privacy laws, said Lam. The group last year added support for 10 comprehensive privacy laws, from Florida to Tennessee, she said.
A GPP update coming in Q2 this year will add Minnesota, Maryland, Indiana, Kentucky and Rhode Island, Lam said. If more states approve laws this year, they will be added in a subsequent update. Globally, IAB plans on adding support for India’s new privacy law, said Lam.
Adoption of GPP still seems low, said Lam, citing a report showing it at 12%. The IAB Tech Lab official said she’s working to understand this metric so IAB can try increasing adoption.
Meanwhile, children’s privacy regulations are among the key issues before IAB’s Privacy & Rearc Commit Group (PCRG), which shapes standards like the GPP, said Mary Xiaoyong Liu Wong, Google senior staff software engineer.
Kids privacy rules are inconsistent when it comes to age group definitions and associated requirements, said Wong. Also, while some require parental consent, others do not, she said. "The challenge is how to address these fragmented definitions in a forward-looking and unified manner."