Global Privacy Control (GPC)
Last Updated: October 28, 2021
What is Global Privacy Control?
Global Privacy Control (GPC) was developed by a coalition of publishers, tech companies, browser, and extension developers, and civil rights groups to help consumers easily exercise their “Do Not Sell” Rights under CCPA. GPC empowers users to signal their chosen privacy settings to websites and services through their browser. This signal communicates consumers’ expectations around the sharing and sale of their data online. Additionally, this feature promotes trust and transparency between businesses and their consumers.
Only a few browsers and plug-ins have GPC, and compliance is optional. These browsers and extensions include Abine, Brace, Disconnect, DuckDuckGo, OptMeowt, and Privacy Badger. Also, this signal is respected by major websites such as The New York Times and Financial Times.
Why is the Global Privacy Control Feature Important?
It’s not a surprise to see the increasing scrutiny on privacy rights. Wide scope regulations such as the General Data Protection (GDPR) and the California Consumer Privacy Act (CCPA) have only recently gone into effect in the past couple of years. Governments have taken enhanced steps to limit what websites can do with user data.
In order for websites to comply, they need a global way for users to opt out of having their personal information sold or used in ways that they don’t consent to. Previously, every website that needs to comply with legal requirements must implement an opt-out method on its own.
The purpose of the GPC is to inform websites not to sell user data. This may be separate from other privacy tools that can limit tracking but might still allow user data to be sold.
Privacy Compliance and GPC
A huge advantage for GPC is the ability to easily respect a California consumer opt-out of sale request. However, this signal is still relevant for any website that operates in a jurisdiction with an opt-out model.
Companies under CCPA must respect a “Do Not Sell” or “Do Not Track” signal and counts GPC as an acceptable method of an opt-out request. The GPC signal can also support GPDR compliance. Since the signal conveys a general request that data controllers limit the sale or sharing of a data subject’s personal data to other controllers.
CookiePro Supports the GPC Signal
CookiePro supports the GPC signal through the cookie product and consent management platform (CMP). Customers can set up a signal in the CookiePro environment under the targeting category to enable this feature. As a result, your website will automatically accept the user’s signal preferences.
Additionally, CookiePro also helps publishers and advertisers:
- Drive opt-ins and engagement – track and analyze consent rates with pre-build, real-time dashboards and reporting, deploy A/B testing, and monitor to maximize opt-in rates.
- Gain trust – demonstrate transparency and empower audiences with tools to control their consent and preferences.
- Protect ad revenue – support header bidding/pre-bidding and monetize content in new ways based on first-party data.
- Share signals – sync with IAB TCF, IAB CCPA, Salesforce DMP, Google DFP / AdSense / AdX, Google Tag Manager, Adobe DTM, and more.
- Initiate with existing tech stack – protect investments with easy integrations to other solutions such as Adobe Advertising Cloud, Facebook, FreeWheel, mParticle, Salesforce Audience Studio, and more
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