Why Osano Supports the IAB US Privacy String (USPv1)

Overview

Osano emits the IAB US Privacy String (USPv1) alongside the Global Privacy Platform (GPP) because many ad tech partners still read it to honor US opt-outs. This is a deliberate Osano decision, and most sites need to do nothing to stay compliant and up to date with the relevant protocols.

Background

USPv1 was the original IAB signal for passing US opt-out choices to ad tech partners. IAB Tech Lab deprecated it on January 31, 2024 in favor of GPP, a single protocol that carries privacy signals for the US and other regions (see the GPP specification and the legacy USPv1 format).

Deprecation did not remove USPv1 from the ecosystem. For example, Google says it will keep reading the US Privacy String to support its web and app partners, while recommending GPP for new work (Google Ad Manager).

What Osano does

Osano keeps providing USPv1 alongside GPP. It is available through the __uspapi JavaScript function and as GPP section 6 (uspv1, see the GPP CMP API specification). Sites get the current standard and stay compatible with partners that have not migrated yet. Osano will revisit this as the ecosystem continues its transition to GPP.

What this means for your site

Partners that read GPP use the current US sections, and partners that still rely on USPv1 read __uspapi or section 6. Either way, no change is needed on your side. USPv1 is always on and cannot be turned off.