IAB PRIVACY

The IAB Multi-State Privacy Agreement (MSPA) creates a common framework for advertisers, agencies, technology vendors, and publishers for implementing the new privacy laws taking effect in 2023 in California, Colorado, Connecticut, Virginia, and Utah. The MSPA will also be amended to cover additional state privacy laws taking effect in 2024 through 2026... The MSPA functions as a "springing contract" that creates a contractual relationship amongst signatories as personal information flows between them for purposes of delivering a digital ad. All signatories to the MSPA agree to a consistent, transparent set of privacy terms. These terms supplement commercial contracts amongst signatories with required privacy terms and also fills the gaps where no contracts exist for certain data flows.

Also known as: IAB Privacy, Inc.