IAB updates Multi-State Privacy Agreement following new state laws

(Graphic by The Desk)

The Interactive Advertising Bureau (IAB) this week said it made significant improvements to its Multi-State Privacy Agreement (MSPA) to take into account new state laws and their privacy-related requirements.

The overhaul is the first major evolution of the MSPA in three years, and aims to simplify and streamline privacy compliance for advertisers and their partners across the digital advertising ecosystem, the IAB said in a statement on Wednesday.

The updated MSPA is designed to help companies navigate an increasingly complex landscape of U.S. state privacy laws by simplifying contractual requirements, reducing negotiation friction between partners and strengthening consumer data protections. The changes come as regulators across several states intensify enforcement efforts around how companies collect, share and process personal data.

Advertisers face growing legal and operational risks as consumer information flows through agencies, ad technology vendors, measurement firms and other downstream partners involved in digital advertising campaigns.

Recent enforcement actions by state and federal regulators have made it clear that advertisers remain responsible for safeguarding consumer data even when it is shared with third parties for marketing or analytics purposes, the IAB noted.

“This update makes the MSPA an even more powerful tool for the digital advertising ecosystem,” said David Cohen, the Chief Executive Officer of the IAB. “In a time of increasing enforcement and complexity, we’re giving advertisers and their partners a clear, trusted framework that simplifies compliance, accelerates collaboration, and protects them in a meaningful way. As adoption grows, the value multiplies—creating a shared standard that helps the entire industry move faster, with greater confidence, while reinforcing consumer trust and supporting the ad-supported internet people rely on every day.”

Among the most notable changes is a streamlined structure…

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