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A U.S.-based digital-advertising standards body has unveiled significant updates to its global privacy framework — the new version of the IAB Tech Lab’s Global Privacy Protocol (GPP) now incorporates four additional U.S. state laws (Maryland, Indiana, Kentucky, Rhode Island) and introduces a revamped architecture, while the release of the Data Deletion Request Framework (DDRF V2) adds standardized processes for data-deletion across the ad-tech supply chain, marking a major push toward stronger compliance and user-data protections in the digital-ad ecosystem.
