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Privacy frameworks

Unify privacy compliance across privacy frameworks


From the IAB’s Global Privacy Platform (GPP) to browser-based signals like GPC, businesses today must comply with a growing number of privacy frameworks across regions, platforms, and regulators. Ketch helps you orchestrate privacy compliance across them all automatically.
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Navigating today’s most widely used privacy frameworks

Modern privacy programs must account for multiple frameworks—each serving different purposes, but often used together across browsers, ad platforms, and regions. Ketch helps unify and automate compliance with the most critical frameworks powering global privacy today.

Global Privacy Platform (GPP)

Global Privacy Control (GPC)

Google Consent Mode (v2)

IAB Transparency and Consent Framework (TCF)

The IAB’s Global Privacy Platform (GPP) standardizes how privacy signals are sent between a website or app and the ad ecosystem. It’s built to support jurisdiction-specific privacy laws and policies—including U.S. state regulations and Europe’s GDPR.
Why it matters:
GPP allows consent signals to be passed downstream (e.g. to advertisers, publishers, ad tech vendors), ensuring that user choices are honored in the programmatic supply chain.
Key benefits with Ketch:
  • Seamless signal translation to GPP string
  • Backward compatibility with legacy IAB frameworks
  • No-code orchestration across your tech stack
Global Privacy Control (GPC) is a browser-based signal that lets users opt out of data tracking and selling across websites. It’s supported under laws like the CCPA/CPRA and is increasingly recognized by regulators.
Why it matters:
GPC provides a universal, frictionless way for consumers to express their privacy preferences—without clicking through banners—and requires businesses to enforce those choices.
Key benefits with Ketch:
  • Automatic detection of browser-based GPC signals
  • Cross-system enforcement of opt-out requests
  • No-code orchestratioTransparent audit trails for regulatory reportingn across your tech stack
Google Consent Mode enables websites to adjust how Google tags (e.g. Analytics, Ads) behave based on the user’s consent status. Version 2 adds requirements for ad personalization and data sharing with Google.
Why it matters:
Compliance with Consent Mode v2 is required for advertisers in the EEA and UK who use Google Ads. It’s also essential for maintaining accurate measurement while respecting privacy.
Key benefits with Ketch:
  • Real-time sync of consent decisions with Google tags
  • Compatibility with GPP and CMP frameworks
  • Data minimization for privacy and performance
The IAB TCF is a standardized protocol that enables publishers and ad tech vendors to collect and share user consent data under the GDPR and ePrivacy Directive.
Why it matters:
TCF ensures transparency and legal basis for data processing in the EU advertising ecosystem—particularly for cookies, tracking pixels, and real-time bidding environments.
Key benefits with Ketch:
  • Built-in support for IAB TCF v2.2
  • Dynamic consent string generation and transmission
  • Granular control over vendors, purposes, and legal bases

Privacy compliance, simplified across frameworks

Whether you’re a media publisher, global retailer, or B2B software platform, your privacy program needs to work across jurisdictions and systems.
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With Ketch, you can:
  • Honor GPC and GPP signals automatically
  • Stay current with evolving frameworks like Consent Mode v2 and TCF v2.2
  • Configure once and scale everywhere, no coding required
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Learn more about privacy frameworks and stay ahead

Privacy tech, Product, Top articles

Global Privacy Platform (GPP): how to comply guide

Max Anderson
4 min read
Regulations

Global privacy control: What it is and why you should care

Max Anderson
4 min read
Marketing

Getting data activation right–a brand marketer's guide to IAB privacy frameworks

Jonathan Joseph
7 min read

Ready to orchestrate privacy across GPP, GPC, TCF, and Consent Mode?

Let Ketch unify your compliance across browsers, ecosystems, and regulations with the automation, flexibility, and visibility your team needs.
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