WTF is the IAB’s Multi-State Privacy Agreement?

This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →

Pity the privacy compliance officers. This year companies have to adapt to  five new state-level privacy laws in the U.S., which means companies’ privacy and legal teams have to figure out how to comply with the various laws and their varying requirements for how people’s personal information can be collected and used for advertising purposes and otherwise.

Fortunately for companies, the Interactive Advertising Bureau has devised a privacy compliance framework called the Multi-State Privacy Agreement that aims to aid compliance across all five state-level privacy laws at once. 

“There are disclosures of personal information that happen in the digital advertising supply chain where there are presently no contracts that exist at all, but there need to be contracts going forward,” said IAB evp and general counsel Michael Hahn.

The MSPA — in conjunction with the corresponding Global Privacy Platform — effectively functions as a contract-creating trigger to institute agreements between the companies collecting people’s personal information and the companies that may access that data through the programmatic advertising supply chain. 

Sound complicated? It is and it isn’t, as the video below explains.

https://digiday.com/?p=484344

More in Marketing

Heineken uses hard numbers to foster better representation in social media ads

Heineken is digging into research looking at how ads featuring people with different skin tones perform across social media platforms.

As AI reshapes search, Zola turns to creators to meet Gen Z where they scroll

Barely two weeks into the role, Briana Severson is already navigating a marketing minefield, where the old playbook is fading fast and the new one is still being written.

The case for and against… agencies making transparency their selling point

Building in public might confer tech credibility on ad agencies, but not everybody wants to know how the sausage gets made.