California Consumer Privacy Act (CCPA)


To comply to the California Consumer Privacy Act (CCPA), Improve Digital has adopted the IAB standard for passing and reading privacy and consent values.

This standard applies to any traffic with an IP address from the California region, and requires action from publishers and demand partners to implement consent management solutions based on the IAB specification, available here:


Technical Implementation

The following implementation guide applies to publishers and supply partners:

Publisher integration type Implementation method
Prebid Header/server bidding

Released in Prebid.js v3.7. Publishers who want to pass CCPA consent to Prebid bidders can set it up on their page by following on

oRTB oRTB standard
360yield Tag Publishers to include 'us_privacy=string' parameter in all tags - the string should follow the U.S.-Privacy-String-v1.0-IAB-Tech-Lab specification.