The IAB Multi-State Privacy Agreement (MSPA) creates a common framework for advertisers, agencies, technology vendors, and publishers for implementing the new privacy laws taking effect in 2023 in California, Colorado, Connecticut, Virginia, and Utah. The MSPA will also be amended to cover additional state privacy laws taking effect in 2024 through 2026.

The MSPA functions as a “springing contract” that creates a contractual relationship amongst signatories as personal information flows between them for purposes of delivering a digital ad. All signatories to the MSPA agree to a consistent, transparent set of privacy terms. These terms supplement commercial contracts amongst signatories with required privacy terms and also fills the gaps where no contracts exist for certain data flows.

Use of the MSPA works in conjunction with IAB Tech Lab's U.S. State Signals initiative, which was released as part of the Global Privacy Platform (GPP).

For your convenience, the MSPA is available as a downloadable PDF for you to review offline.

The registration process itself must be completed online using the “Sign the MSPA” button below.

You can review the list of MSPA signatories and certified partners by pressing the “MSPA Identification List” button below.

Other MSPA Resources: