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Integration with IAB CCPA Framework Technical Specifications

Google is not currently a signatory to the IAB Privacy’s Limited Service Provider Contract. We have however integrated with the IAB CCPA Framework v1.0 Technical Specifications in Ad Manager, AdSense, and AdMob as detailed below.

Technical integration

Google supports the IAB Tech Lab’s v1.0 technical specifications for reading the us_privacy string in our publisher ad products and applies restricted data processing when the string indicates a user has opted out (additional detail below).

Our ad tags will interact with the publisher’s page to retrieve the us_privacy string. Publishers who choose to use the IAB signal should follow the technical specification provided by the IAB Tech Lab to implement the us_privacy string on their pages.

  • When the IAB string indicates a user has not opted out, there will be no changes to ad serving behavior and the IAB signal will not be propagated further to other vendors.
  • When the IAB string indicates a user has opted out, Google will enable restricted data processing (as outlined in our help center for Ad Manager, AdSense, AdMob). When restricted data processing is enabled, Google does not call out to third parties via RTB and the signal would not be propagated further to other vendors.

Global Privacy Platform integration

Google consent management solutions uses the IAB Global Privacy Platform (GPP) framework to send opt-out requests for CPRA messages, in addition to the IAB US Privacy string mentioned above, previously used for CCPA. However for EEA/UK, Google will continue to support the IAB Europe TCF v2 framework as an independent framework and not via GPP.

App support

Please see the app developer site for more information on implementing the us_privacy string for the Google Mobile Ads SDK.

IMA SDK support

Please see the IMA SDK developer site for more information on implementing the us_privacy string for the Google Interactive Media Ads SDK.

IMA SDK

IMA DAI SDK

Learn more about helping publishers comply with U.S. privacy laws.

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