The IAB GPP standard offers publishers and publishers the technical requirements to make their website or app data protection compliant. The focus is on the international aspect. IAB GPP is used specifically in connection with new data protection laws such as in various US states. Companies that do not comply with the law are threatened with high fines that can be imposed by the federal attorney general.
In addition, the use of the new standard secures future advertising income for publishers and publishers, because without the new standard online advertising will not be offered and sold in the following months either in Europe or in the USA. And of course the individual customers also play a major role. The user becomes increasingly restrictive with the consent of his data if he cannot be sure that companies will deal with it in a legally compliant manner.