The IAB Tech Lab has announced two major developments aimed at strengthening privacy and transparency in the digital advertising ecosystem: a new update to the Global Privacy Protocol (GPP) and the release of version 2 of the Data Deletion Request Framework (DDRF). Both updates are now open for public comment until December 1.
GPP update adds new statuses and improves future readiness
The latest GPP update reflects the growing patchwork of US privacy laws by including new sections for Maryland (which went into effect in early October), Indiana, Kentucky and Rhode Island (all effective January 1). These additions follow a broader rearchitecture of the framework aimed at increasing signal transparency and future-proofing the protocol for further state-level developments.
Dig Deeper: US Data Privacy Laws: What You Need to Know
Beginning in 2026, IAB Tech Lab will adopt a biannual release cycle for GPP updates, providing companies with a more predictable roadmap to align development with evolving privacy regulations.
“The biannual release cycle gives companies predictability, while keeping transparency and user choice at the core,” said Anthony Katsur, CEO of IAB Tech Lab, in a statement. “We support the sector plan with confidence.”
The update also addresses a long-standing challenge for downstream vendors by proposing two implementation options to improve clarity around supported and applicable sections in server-side applications. Industry feedback is being sought to determine the best approach.
DDRF V2 strengthens the handling of takedown requests
Version 2 of the Data Deletion Request Framework builds on growing industry adoption and introduces standardized object formats, encryption methods, and security enhancements designed to improve interoperability and reduce compliance risk.
“We designed DDRF V2 to help reduce complexity and risk for the industry,” said Rowena Lam, senior product director at IAB Tech Lab, in a statement. “Organizations can more easily comply with regulatory requirements while protecting consumer data rights.”
Already used and recognized by regulators, DDRF helps companies process consumer takedown requests consistently throughout the supply chain. The second version strengthens its role as a standard for privacy infrastructure.
Part of Project Achterc
Both updates are part of IAB Tech Lab’s broader Project Rearc initiative, which aims to develop privacy-focused standards that support addressability and accountability in digital advertising. By introducing consistent release schedules and refining core frameworks, the organization hopes to provide the industry with tools to meet regulatory demands while maintaining consumer trust.
For more information or to provide feedback:
Public comments are open until December 1.
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