IAB and IAB Tech Lab created IAB Privacy’s Multi-State Privacy Agreement, providing updated privacy protocols and agreements to help ensure state privacy law compliance. The MSPA, which works alongside IAB Tech Lab’s U.S. State Signals initiative, helps marketers, agencies, publishers and advertising technology companies, to comply with privacy laws in California, Colorado, Connecticut, Utah and Virginia. The tools “will help member companies address the increasingly complex challenges of global privacy and manage the different consent signals from multiple jurisdictions,” IAB said.