Leading Digital Advertising Platform is Among The First to Incorporate New IAB Tech Lab Protocol, Helping Industry Adoption of Regulations Across Markets

MobileFuse, one of the largest in-app, CTV, and DOOH advertising platforms, announced it supports the Global Privacy Platform (GPP), a product of IAB Tech Lab’s Project Rearc initiative, helping the digital advertising industry address evolving privacy regulations. MobileFuse is among the first advertising platforms to utilize the GPP.

The GPP streamlines global technical privacy standards into a singular and unified set of tools that adapt to evolving regulations across channels and markets. By utilizing one protocol, it reduces the cost of maintaining compliance across solutions and markets. The GPP currently supports three consent strings: US Privacy, the IAB Europe TCF, and the IAB Canada TCF. The platform also recognizes US states-specific privacy strings, and incorporates new ones as they are made available – Including privacy signals from California, Virginia, Colorado, Utah, and Connecticut. This news showcases MobileFuse’s commitment to maintaining regulatory compliance and supporting consumer privacy initiatives.

Marketing Technology News: Zembra Chosen for Newchip’s Intensive Global Pre-Seed Accelerator Program

“Privacy laws and regulations are consistently updating, and it’s critical advertisers, publishers and solution providers maintain compliance. The GPP is a great tool that ensures our campaigns meet current and emerging privacy and data regulations,” said Chris Hughes, Head of Mobile Innovation & Privacy at MobileFuse. “We’re proud to be among the first companies to adopt this new platform, and encourage all others to double down on mitigating privacy risks and respect users’ privacy choices.”

MobileFuse supports GPP strings from publishers and SSPs for its OpenRTB, prebid, and VAST tag integrations, as well as through the MobileFuse SDK. Additionally, the company generates GPP strings from legacy US privacy and GDPR consent strings, enabling backwards compatibility.

Marketing Technology News: MarTech Interview with Leslie Marshall, Chief Marketing Officer at Mesmerise