Mumbai: IAB Tech Lab, the global digital advertising technical standards-setting body, has announced updates to its Privacy Standards Portfolio, including enhancements to the Global Privacy Protocol (GPP) and the Data Deletion Request Framework (DDRF) Version 2.0. The updates are aimed at strengthening privacy compliance, advancing interoperability and helping organisations address evolving regulatory requirements across the digital advertising ecosystem.
The proposed updates are available for public comment until September 11, 2026. IAB Tech Lab said the changes are designed to reinforce how its privacy standards work together, helping organisations mitigate privacy risks while supporting more consistent implementation across the industry.
“Privacy requirements continue to change, but that doesn’t mean implementation has to become more complicated,” said Anthony Katsur, CEO, IAB Tech Lab. “These updates reflect what we’ve heard from companies putting these standards into practice and help make compliance more consistent, transparent, and practical across the ecosystem.”
The proposed GPP updates include changes to support the Fifth Amended and Restated Multi-State Privacy Agreement (MSPA). These changes include removing MSPA coverage for the previous state-by-state approach, eliminating Service Provider and Opt-Out Option Modes, removing secondary usage consents and simplifying notice and choice fields.
Meanwhile, DDRF Version 2.0 has been finalised following a public comment period that began in the fall of 2025. The latest version incorporates feedback from implementation experience and regulator questions. The revisions clarify identity and deletion request JSON Web Tokens (JWT) definitions, improve result feedback and troubleshooting, strengthen framework integrity and support implementation-specific extensions.
According to IAB Tech Lab, the DDRF updates are intended to simplify the implementation of data deletion requests while increasing confidence among consumers and regulators.
“Organizations implementing these standards have given us valuable feedback on where additional clarity was needed,” said Rowena Lam, Senior Director of Product at IAB Tech Lab, IAB Tech Lab. “These updates are intended to make implementation more predictable while helping companies meet growing privacy expectations with greater consistency.”
The updates also received industry input from stakeholders involved in implementing privacy standards.
“Privacy requirements don’t stop at organizational boundaries, so having common technical standards makes implementation more consistent across the ecosystem,” said Jeff Wheeler, VP of Product, Didomi. “The updates to GPP and DDRF reflect real implementation experience and give organizations clearer guidance for responding to new regulatory requirements while reducing unnecessary complexity.”
The updates were developed through IAB Tech Lab’s Global Privacy Working Group and Privacy Rearc Commit Group (PRCG), bringing together stakeholders from across the digital advertising ecosystem.
IAB Tech Lab has invited stakeholders to review the proposed GPP specifications and submit feedback during the public comment period. The feedback will contribute to the development of the final standards.
Stakeholders can access the Privacy Standards Portfolio and participate in the public comment process through IAB Tech Lab’s 2026 Privacy Updates page.
