GPP: one string for
the whole US patchwork
The IAB Global Privacy Platform packs every applicable privacy signal (national and per-state) into a single standardized string that Google and your ad partners read natively. Clickio generates, updates and serves it automatically for your US traffic.
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Why GPP exists
When every US state writes its own privacy law, per-law integrations don't scale. GPP is the industry's answer: one container, many jurisdictions.
Sectioned by jurisdiction
The string carries independent sections (US national, individual states, and more), so each partner reads exactly the rules that apply to the visitor in front of them.
Successor to US Privacy
GPP replaced the old CCPA-era US Privacy string, which was deprecated by the IAB. Partners have moved to reading GPP, and sites still emitting only the legacy signal are falling out of sync.
Standard API surface
Vendors read the string through the standard __gpp API. Clickio provides it, and stubs it early, so partner tags waiting on GPP never hang while consent resolves.
This guide is general information for site owners, not legal advice. Check the current text of the law and your own counsel for your situation.
GPP in Clickio: automatic and current
- Generated from real choices. US visitors see the opt-out experience their state requires; their decisions, and browser-level Global Privacy Control signals, are encoded into the GPP string immediately.
- Kept up to date for you. As states enact laws and the IAB adds sections, coverage arrives through Clickio's regulation catalog, so you don't rebuild anything.
- Alongside TCF. One installation serves TCF signals to European traffic and GPP signals to US traffic, each visitor geo-matched to the right framework.
- usnat + state sections: national approach spanning enacted state laws
- GPC honored: universal opt-out applied where states require it
- Google-compatible: the signals Google expects for US traffic
- Enforced on-page: orchestration can gate custom tags on US privacy state
Frequently asked questions
Is GPP a law?
No, it's an IAB technical framework for transmitting privacy signals. The laws are CCPA/CPRA and the other state acts; GPP is how compliance with them is communicated consistently to every partner in the chain.
Do I still need the old US Privacy (uspv1) string?
The IAB deprecated the US Privacy string in favor of GPP, and the ecosystem has migrated. Clickio emits the signals your partners actually read today, so you don't have to track the transition yourself.
How does GPP relate to Global Privacy Control?
GPC is a browser-level opt-out preference; GPP is the string that carries privacy status downstream. Clickio detects GPC, applies the opt-out where the visitor's state requires honoring it, and reflects the result in the GPP string.
Can GPP and TCF run on the same site?
Yes, that's the normal setup for sites with both European and American audiences. Each visitor is geo-matched: Europeans get the TCF opt-in flow, Americans get the GPP opt-out flow, from the same Clickio installation.
What do I need to do to enable it?
Enable US regulations for your site in the Platform, from the Starter plan. String generation, the __gpp API, GPC handling and updates as the framework evolves are all part of Clickio Consent.
Explore other regulations
Every guide shows how the same Clickio tag serves the right consent experience for that market. Pick the next one that applies to your audience.
GPP signals are included from the Starter plan.
US state-law support through the IAB GPP starts on Starter, together with geo-specific settings and geo-specific vendor lists.