Global Privacy Protocol (GPP) National v2: What It Is & Why It Matters for Publishers
From October 6, 2025, major ad platforms like Google’s AdSense and Ad Manager began supporting the GPP National v2 string for U.S. publishing. Google continues to support v1 as well. This update brings important implications for how publishers, consent-management platforms (CMPs), and ad-tech vendors handle user consent signals while staying compliant with U.S. state privacy laws.
In short: GPP National v2 is a standardized mechanism for transmitting user privacy preferences (such as opting-out of sharing personal data or targeted advertising) across multiple jurisdictions in one “string”. Understanding this framework can help publishers streamline compliance, reduce fragmentation, and maintain ad revenue without disruption.
What Is GPP and How Did It Evolve?
The IAB Tech Lab developed GPP as a unified protocol to handle the growing complexity of privacy laws across regions — particularly in the U.S., where each state can have a distinct regime. usercentrics.com
Instead of managing dozens of separate consent flows and vendor signals, GPP allows a publisher to encode user consent preferences into one GPP “string” that communicates across the ad-tech ecosystem.
Prior frameworks such as the IAB EU TCF (Transparency & Consent Framework) handled Europe-specific requirements; GPP takes a broader, global approach and incorporates U.S. national + state specific signals. didomi.io
Under GPP, multiple “sections” exist in the string – for example “US-National”, “US-CA” (California), “US-CO” (Colorado), “US-CT” (Connecticut), “US-FL” (Florida), and “US-VA” (Virginia).
With National v2, IAB expanded the specification to include additional U.S. states and new fields for clearer consent semantics and future-proofing. TV Tech
What’s New in GPP National v2 vs. v1
National v2 introduces key enhancements:
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Expanded data fields to reflect newer state laws. UniConsent
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A streamlined, flexible architecture enabling easier integration and vendor support. IAB Tech Lab
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Continued backward compatibility: Google and others still accept v1 strings, allowing publishers to phase in v2 rather than switching overnight. 구글 도움말
Why Publishers Should Care
1. Multi-State Compliance Simplified
Previously, publishing globally meant managing many local consent strings or flows. With GPP National v2, one unified string handles multiple jurisdictions, reducing operational complexity. UniConsent
2. Google & Ad Tech Ecosystem Alignment
Google’s support of GPP v2 in AdSense, Ad Manager, etc., means publishers can align their consent framework with Google’s requirements, reducing risk of ad disruption.
3. Future-Proofing
As more U.S. states pass privacy laws, a scalable framework like GPP lets you adapt faster than managing custom solutions state-by-state. IAB Tech Lab
4. User Trust & Transparency
By implementing recognized standards, publishers can signal their commitment to privacy, increasing user and advertiser trust.
Key Terms Explained: “String”, “TCF”, “MSPA”
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GPP String: A machine-readable code transmitted by CMPs and vendors that encodes user consent and preferences. usercentrics.com
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TCF (Transparency & Consent Framework): The older IAB framework primarily for EU/EEA markets. US TCF strings are being phased out in favour of GPP. TermsFeed
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MSPA (Multi-State Privacy Agreement): A contractual framework allowing ad-tech companies to transact across U.S. states; GPP links to MSPA’s US National string. usercentrics.com
Implementation Guidance for Publishers
Step-by-step: How to prepare for GPP National v2
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Work with your CMP – Ensure your CMP supports GPP v2 and generates the appropriate string.
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Update Ad tags – If you’re using Google Ad Manager or AdSense, follow their help-desk instructions (“Supporting the IAB’s Global Privacy Platform” in Google Help).
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Maintain legacy strings – While migrating, you may still need to send legacy US Privacy strings until full cut-over.
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Test and monitor – Validate that your GPP string transmits correctly and triggers restricted data processing (RDP) where needed.
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Stay updated – GPP specifications evolve with new state laws; plan periodic reviews.
Great Pitfalls to Avoid
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Assuming legal compliance just by using GPP – GPP helps signal consent, but full compliance involves many other actions (privacy policy, vendor contracts, data mapping). Termly
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Ignoring legacy standards – Certain markets (e.g., EU/UK) still require IAB EU TCF; GPP alone may not suffice.
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Relying on outdated frameworks – Using the now-deprecated US Privacy String may cause errors (e.g., GPP_ERROR_STRING_IS_DEPRECATED_SPEC).
Frequently Asked Questions (FAQs)
Q: Is GPP National v2 mandatory?
A: No. Google states the use of GPP is optional. However, using it simplifies compliance and is strongly recommended.
Q: Can a publisher still use GPP v1?
A: Yes. Google supports both v1 and v2, so you have transition flexibility. UniConsent
Q: Does GPP replace the EU TCF?
A: Not yet. For EU/EEA/UK users, publishers must continue using IAB EU TCF. GPP is an additional tool for U.S./multi-jurisdiction compliance. TermsFeed
Q: What happens if a user opts-out under GPP?
A: If a user opts out of sale, sharing, or targeted advertising, Google triggers “Restricted Data Processing” (RDP) for that request under supported U.S. strings.
Final Thoughts
The launch of GPP National v2 marks a pivotal moment in how digital publishers and advertisers manage user consent across the U.S. ad ecosystem. Rather than building bespoke consent solutions for each state or region, publishers can now adopt one modular framework that scales as privacy laws evolve.
