Privacy

Global Privacy Control (GPC) — Definition & Explanation

A browser-level signal that communicates a user's privacy preferences to websites. Under regulations like CCPA/CPRA, publishers must honor GPC signals as valid opt-out requests for the sale or sharing of personal information.

How Global Privacy Control (GPC) Works

Users enable GPC in compatible browsers (Firefox, Brave, DuckDuckGo) or via extensions. The browser sends a GPC signal in the HTTP request header, and websites must process this as equivalent to clicking 'Do Not Sell My Personal Information.'

Why Global Privacy Control (GPC) Matters for Publishers

Publishers who fail to honor GPC risk regulatory action under CCPA/CPRA. Proper GPC implementation ensures compliance without requiring users to manually opt out on every site.

Frequently Asked Questions

Is GPC legally binding?

In California, the California Privacy Protection Agency (CPPA) has confirmed that GPC signals must be honored as valid opt-out requests under CCPA/CPRA.

How does GPC affect publisher advertising revenue?

For users who send GPC signals, targeted advertising is restricted to contextual methods. Non-targeted impressions typically yield lower CPMs.

How should publishers implement GPC?

A TCF-compliant CMP should be configured to detect and honor GPC signals automatically as part of the consent flow.

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