Framework
IAB TCF
Gravito is registered with IAB Europe as a TCF CMP, ID 302, and supports TCF 2.4 on the web, from release 6.6.1 in September 2026. TCF 2.4 changed what the banner shows about Features; it added no new purposes or consent signals, and existing TCF set-ups kept working without migration. Purpose and Feature texts, illustrations and their translations come from the IAB's Global Vendor List. On the page, the CMP provides the standard __tcfapi interface that ad tech vendors read.
- CMP ID
- 302
- Version
- TCF 2.4
- Release
- 6.6.1
- Interface
__tcfapi
Framework
IAB GPP
GPP is the IAB's standard container for privacy signals. Gravito CMP uses it to carry US state privacy choices, through the standard __gpp interface. It runs on the web and in apps through the WebView, from release 6.6.0 in August 2026. Which state sections your deployment uses is confirmed with you during implementation, against the current product.
If you have signed the IAB Multi-State Privacy Agreement (MSPA), Gravito CMP also supports the US national section across the United States. We still recommend running consent with the state-specific sections: it is the better setup.
- Release
- 6.6.0
- Interface
__gpp
Signal
Google Consent Mode
Consent Mode tells Google tags, such as Google Analytics and Google Ads, what the visitor has agreed to, and the tags adjust their behaviour. The CMP sets the Consent Mode default before Google tags run and sends an update whenever the visitor's choice changes. All seven Consent Mode v2 signals are covered: ad_storage, analytics_storage, ad_user_data, ad_personalization, functionality_storage, personalization_storage and security_storage. You choose Advanced or Basic mode. In a TCF configuration, the Google signals are pre-mapped to TCF purposes in the configurator; the others map to your own settings.
Consent Mode is sent alongside whichever framework applies, so Google tags read one consistent signal wherever the visitor is.
Two things worth knowing.
- Consent Mode is not a banner and not a legal compliance solution; it works together with the CMP.
- And for a publisher's programmatic revenue, the strings that matter are TCF and GPP; Consent Mode governs Google's measurement and advertising tags.
Gravito CMP is on Google's list of certified CMPs, for web and app.
Signal
Microsoft Consent Mode
Microsoft Advertising's UET tag reads one consent property, ad_storage. Granted, UET may read and write its cookies; denied, it does not read or write first-party cookies. In a TCF configuration, ad_storage is pre-mapped to TCF purposes in the configurator; in a Standard configuration, you map it to one of your own categories.
- Property
ad_storage- Configurations
- TCF and Standard
Signal
Amazon Consent Signal
Amazon Ads reads the IAB TCF signal, and has its own Amazon Consent Signal for passing the visitor's choice without one. Gravito CMP has built-in support for it: where no TCF string is available, the CMP sets both values, amzn_user_data and amzn_ad_storage, from the visitor's marketing choice.
- Values
amzn_user_data
amzn_ad_storage
Web and apps
Apps
Apps show the same CMP in a WebView, with GPP together with TCF, GPP on its own, or the Standard CMP. When the visitor saves, the app stores the choice under the standard IAB keys, so the other SDKs in the app can read it.
