This framework aims at providing guidance and standardisation to support publishers and technology companies in order to comply with the CCPA requirements in term of transparency and end-users' choice.
This framework requires publishers to provide explicit notice of the processing that is happening on the digital asset along with a way for end-user to ask for a "Do Not Sell My Personal Information".
This choice and transparency requirements are then encoded and shared to signatories technology companies. By doing so, these technology companies become Service Providers of the publishers.
This status imposes technology companies to limit the processing of the personal information to purposes allowed under the CCPA.
More details are available in the IAB documentation.