diff --git a/openrtb_ext/request_wrapper.go b/openrtb_ext/request_wrapper.go
index cb60948768..7b73d31867 100644
--- a/openrtb_ext/request_wrapper.go
+++ b/openrtb_ext/request_wrapper.go
@@ -1278,9 +1278,7 @@ func (re *RegExt) unmarshal(extJson json.RawMessage) error {
 
 	gpcJson, hasGPC := re.ext[gpcKey]
 	if hasGPC && gpcJson != nil {
-		if err := jsonutil.Unmarshal(gpcJson, &re.gpc); err != nil {
-			return err
-		}
+		return jsonutil.ParseIntoString(gpcJson, &re.gpc)
 	}
 
 	return nil
diff --git a/openrtb_ext/request_wrapper_test.go b/openrtb_ext/request_wrapper_test.go
index 73851238d0..e4c14b6031 100644
--- a/openrtb_ext/request_wrapper_test.go
+++ b/openrtb_ext/request_wrapper_test.go
@@ -2344,6 +2344,20 @@ func TestRegExtUnmarshal(t *testing.T) {
 			expectGPC:   ptrutil.ToPtr("some_value"),
 			expectError: false,
 		},
+		{
+			name:        `valid_gpc_json_"1"`,
+			regExt:      &RegExt{},
+			extJson:     json.RawMessage(`{"gpc": "1"}`),
+			expectGPC:   ptrutil.ToPtr("1"),
+			expectError: false,
+		},
+		{
+			name:        `valid_gpc_json_1`,
+			regExt:      &RegExt{},
+			extJson:     json.RawMessage(`{"gpc": 1}`),
+			expectGPC:   ptrutil.ToPtr("1"),
+			expectError: false,
+		},
 		{
 			name:        "malformed_gpc_json",
 			regExt:      &RegExt{},
@@ -2377,6 +2391,7 @@ func TestRegExtUnmarshal(t *testing.T) {
 			assert.Equal(t, tt.expectDSA, tt.regExt.dsa)
 			assert.Equal(t, tt.expectGDPR, tt.regExt.gdpr)
 			assert.Equal(t, tt.expectUSPrivacy, tt.regExt.usPrivacy)
+			assert.Equal(t, tt.expectGPC, tt.regExt.gpc)
 		})
 	}
 }
diff --git a/util/jsonutil/forcestring.go b/util/jsonutil/forcestring.go
new file mode 100644
index 0000000000..64ce2a6795
--- /dev/null
+++ b/util/jsonutil/forcestring.go
@@ -0,0 +1,20 @@
+package jsonutil
+
+import (
+	"errors"
+
+	"github.com/prebid/prebid-server/v3/util/ptrutil"
+	"github.com/tidwall/gjson"
+)
+
+// ParseIntoString Parse json bytes into a string pointer
+func ParseIntoString(b []byte, ppString **string) error {
+	if ppString == nil {
+		return errors.New("ppString is nil")
+	}
+	result := gjson.ParseBytes(b)
+	if result.Exists() && result.Raw != `null` {
+		*ppString = ptrutil.ToPtr(result.String())
+	}
+	return nil
+}
diff --git a/util/jsonutil/forcestring_test.go b/util/jsonutil/forcestring_test.go
new file mode 100644
index 0000000000..60f87fafa4
--- /dev/null
+++ b/util/jsonutil/forcestring_test.go
@@ -0,0 +1,61 @@
+package jsonutil
+
+import (
+	"testing"
+
+	"github.com/prebid/prebid-server/v3/util/ptrutil"
+	"github.com/stretchr/testify/assert"
+)
+
+func Test_ParseIntoString(t *testing.T) {
+	tests := []struct {
+		name    string
+		b       []byte
+		want    *string
+		wantErr bool
+	}{
+		{
+			name: "empty",
+		},
+		{
+			name: "quoted_1",
+			b:    []byte(`"1"`),
+			want: ptrutil.ToPtr("1"),
+		},
+		{
+			name: "unquoted_1",
+			b:    []byte(`1`),
+			want: ptrutil.ToPtr("1"),
+		},
+		{
+			name: "null",
+			b:    []byte(`null`),
+		},
+		{
+			name: "quoted_null",
+			b:    []byte(`"null"`),
+			want: ptrutil.ToPtr("null"),
+		},
+		{
+			name: "quoted_hello",
+			b:    []byte(`"hello"`),
+			want: ptrutil.ToPtr("hello"),
+		},
+	}
+	for _, tt := range tests {
+		t.Run(tt.name, func(t *testing.T) {
+			var got *string
+			err := ParseIntoString(tt.b, &got)
+			if tt.wantErr {
+				assert.Error(t, err)
+				return
+			}
+			assert.NoError(t, err)
+			assert.Equal(t, tt.want, got)
+		})
+	}
+}
+
+func Test_ParseIntoNilStringError(t *testing.T) {
+	assert.Error(t, ParseIntoString([]byte(`"123"`), nil))
+}