In this new release for both Android and iOS, the SDK now checks for Global Privacy Platform (GPP) strings for users in the US. This initiative is in support of the GPP rollout to facilitate state-specific and national privacy strings for users in the US.

What is GPP?

The GPP is a protocol designed to streamline the transmission of privacy, consent, and consumer choice signals from sites and apps to ad tech providers; it enables advertisers, publishers and technology vendors in the digital advertising industry to adapt to regulatory demands across markets.

Can I Still Implement the CCPA Framework?

During this initial rollout of the CCP, the CCPA framework will still be used as a fallback when no GPP strings are set. While the GPP consent string is not a requirement during this time, we strongly recommend that you implement this protocol as soon as possible in your Consent Management Platform (CMP) as it will become the new industry standard for conveying opt-in consent through the ad tech ecosystem in the US.

How Does the SDK Check for Consent?

The SDK will first check for any state-specific strings for the following regions:

California - usca
Virginia - usva
Colorado - usco
Utah - usut
Connecticut - usct

If no strings are set or provided, the SDK will check for usnat (US national) strings. See an example of a GPP string below:

DBABLA~BVQqAAAAAAA