Announcement: ATS for Web Now Supports GPP U.S. State-Specific Signals (July 14, 2023)
ATS for Web will now check for U.S. state-specific signals for publishers who have implemented CMPs in conjunction with the Global Privacy Platform (GPP). ATS for Web will still check for CCPA signals if your CMP is not GPP-compliant yet.
To learn more, see ATS and Privacy Regulations.
Note
GPP strings will not be a requirement during the initial rollout of the functionality, however, it is strongly suggested that you implement this protocol as quickly as possible as it will become the new industry standard for conveying opt-in consent through the ad tech ecosystem in the U.S.
About Global Privacy Platform (GPP)
The GPP allows consumers to grant or withhold consent, and also exercise their right to opt out of their data being shared, sold, or used in targeted advertising. It integrates with existing, highly-adopted, privacy signals, including U.S. Privacy and TCF. The GPP indicates various sections such as if the user was notified of targeted advertising, the sale of their data, the sharing of their data, and so on
How it Works
ATS.js wrappers will first try to communicate directly with any GPP-compliant Consent Management Platform (CMP) that is present on the page. In case there is no GPP-compliant CMP, ATS.js will fall back to CCPA signals.
No Actions Required
You don't need to republish your ATS configuration or take other actions in Console to implement the update as it is already built into all ATS for Web wrappers.