#United States #New York #IAB Tech Lab #Global Privacy #Data Deletion Framework

IAB Tech Lab Announces Groundbreaking Privacy Framework Updates

IAB Tech Lab, a leading global authority in digital advertising technical standards, has unveiled two major enhancements to its privacy-centric frameworks as part of its ongoing commitment to strengthening consumer trust and compliance standards across the digital advertising landscape. On October 23, 2025, the organization introduced updates to the Global Privacy Protocol (GPP) and released Version 2 of the Data Deletion Request Framework (DDRF), both of which are now open for public comment until December 1, 2025.

Global Privacy Framework Updates

The updated Global Privacy Protocol includes provisions for four new state sections within the United States—Maryland, Indiana, Kentucky, and Rhode Island—aligning with recent consumer privacy legislation set to take effect from October 1, 2025, and January 1, 2026, respectively. By broadening the GPP, IAB Tech Lab aims to assist the industry in navigating complex regulatory environments, allowing companies to plan their strategies with greater confidence.

As Anthony Katsur, CEO of IAB Tech Lab, stated, "The bi-annual release cycle gives companies predictability while keeping transparency and user choice at the core." With regular updates scheduled every six months starting in 2026, companies will have a clearer framework for aligning their product roadmaps with evolving regulatory timelines.

Data Deletion Request Framework Version 2

The DDRF V2 builds on significant industry uptake and aims to enhance interoperability, consistency, and security surrounding consumer data deletion requests. Key enhancements include clearer object formats, standardized encoding methods, and improved safeguards to secure sensitive consumer data throughout the digital advertising supply chain.

Rowena Lam, Senior Director of Product at IAB Tech Lab, emphasized, "We designed DDRF V2 to help reduce complexity and risk for the industry," highlighting the framework's capacity to enhance compliance with new privacy regulations while boosting consumer data rights protection.

Strengthening Consumer Trust and Compliance Mechanisms

Both the GPP and DDRF initiatives reflect IAB Tech Lab's continuing effort to foster privacy-focused, interoperable solutions that sustain trust in digital advertising. As privacy requirements evolve, clear frameworks and robust safeguards are increasingly vital in maintaining consumer confidence and compliance mechanisms within the industry.

IAB Tech Lab encourages industry stakeholders to participate in the public commentary process to help shape the future of privacy standards. With enhancements such as predictable release cycles and clearer guidelines, stakeholders can steadily navigate the shifting regulatory landscape.

For more details on the GPP and DDRF updates, stakeholders can visit IAB Tech Lab's official website and contribute their feedback until the public comment period closes on December 1, 2025. These enhancements not only fortify consumer trust but also arm industry players with the tools needed to stay compliant in an ever-evolving privacy environment.

Established in 2014, IAB Tech Lab is a non-profit organization dedicated to developing trusted technology and standards, enabling sustainable growth in the digital media ecosystem. Its comprehensive approach includes attention to brand safety, ad fraud, identity, data privacy, and the ongoing evolution of programmatic advertising tools.

In conclusion, as digital advertising continues to grow and evolve, the updates to the Global Privacy Protocol and the Data Deletion Request Framework are pivotal steps toward a more secure and transparent advertising ecosystem, promising more robust privacy standards for all stakeholders involved.