Passing the U.S. Privacy String via LiveTag
For publishers who have adopted the IAB’s CCPA Compliance Framework, LiveIntent enables you to pass the U.S. Privacy String (USPS) defined by the IAB on each ad impression served in your email newsletters.
You can start passing the USPS as a key-value pair by adding a USPS key-value pair macro to each active LiveTag set up in your email newsletters. To make this process easier, your LiveIntent account team can help you to include the USPS key-value pair macro in an updated LiveTag. Then, paste the updated LiveTag into the email template HTML in your ESP.
If you would like help to confirm setup or if you do not have a platform login, please reach out to your Customer Success representative or Technical Account Manager for assistance.
Example snippet from a LiveTag
| <a href=“https://li.domain.com/click?s=268729&li={LIST_ID}&e={email}&p={blast.id}&us_privacy=$(US_PRIVACY}“ rel=”nofollow”> <img src=“https://li.domain.com/imp?s=268729&li={LIST_ID}&e={email}&p={blast.id}&us_privacy=${US_PRIVACY}“ border=”0″ width=”{INSERT TEMPLATE MAX WIDTH HERE AS INTEGER}”/> </a> |
The USPS key-value pair macro is called out in orange in the example above.
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Heads Up You must download an updated LiveTag for each active ad slot in your email newsletter. The U.S. Privacy String is only passed on impressions served in ad slots that use an updated LiveTag that contains the USPS key-value pair macro. Please note that your ESP is not set up to automatically replace the USPS key-value pair macro in LiveTag with a value. You will need to change the macro `${US_PRIVACY}` to contain the consumer’s preference according to the settings of your ESP. |
U.S. Privacy String Macro Values
There are four (4) components of the U.S. Privacy String, defined by the IAB, that is passed via the USPS key-value pair macro. Those four components are expressed as unique characters:
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The first character is always a 1.
- This is the version used to encode the string.
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The second character is either “N” or “Y.”
- This character shows that the consumer has received explicit notice to opt-out of the sale of their data. The options are yes and no.
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The third character is either “N” or “Y.”
- This character shows that the consumer has chosen to opt-out of the sale of their data. The options are yes and no.
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The final character is either “N” or “Y.”
- This character states whether you (the publisher) have signed the IAB’s Limited Service Provider Agreement and declare that the transaction is covered as a “Covered Opt-Out Transaction” or a “Non-Opt-Out Transaction,” as defined in the Agreement.
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Tip For instances where you want to specifically designate that one of your email subscribers (“consumer”) is not covered under CCPA, please pass “1—” in the U.S. Privacy String. |
Please Note
If the USPS key-value pair macro is not properly implemented or if a LiveTag does not contain the USPS key-value pair macro, LiveIntent will continue business as normal and assume that the consumer has opted in, unless the consumer has submitted an opt-out request directly to LiveIntent.