MSPA

Google has said publicly that it will eventually (“soon”) adopt a national approach to privacy compliance in the US. That’s a big deal – but only if Google actually does it.

We’ve spent enough time and spilled more than enough ink this year talking and writing about Big Tech privacy fines, enforcement actions and the unutterably slow phaseout of third-party cookies in Chrome. So rather than rounding up the obvious online privacy trends of 2023, let’s dive into the weeds.

From FLEDGE to SDA to MSPA, publishers are overwhelmed by new identity solutions and data privacy requirements. Plus: in-game advertising’s next level and understanding why smart TVs enabled with ACR tech could transform TV measurement.

To help businesses operate in a complicated legislative landscape, the MSPA offers a contractual framework and consent management guidance for compliance. But what do publishers need to know about implementing the MSPA?

Companies throughout the ad tech ecosystem are reckoning with the fact that, due to the revised definition of “business purpose” in the CPRA, they may no longer qualify as “service providers” under California privacy law. Davis+Gilbert’s Richard Eisert and Zachary Klein break down what to expect.

Last week, the IAB’s multistate privacy agreement (MSPA) was made available for advertisers, publishers and ad tech partners to sign and begin using to track their data flows. But what is the MSPA?