Industry Trends

Ad Tech Today: IAB Transparency and Consent Framework Version 2.0 [Podcast]

2 Minute Read | October 1st, 2019

Angie Li

Angie Li
Senior Product Marketing Manager

In the latest episode of our podcast Ad Tech Today, we discuss the IAB’s Transparency and Consent Framework Version 2.0. As of August 21, 2019, the IAB Tech Lab and IAB Europe are encouraging industry adoption of the Transparency and Consent Framework Version 2.0, to provide more transparency and accountability of each party in the advertising ecosystem. In this episode, I spoke with Dajana Eberlin, Data Protection Officer at Smaato.

Understanding the Difference Between the TCF and GDPR

The European Data Protection law (GDPR) governs all personal data processing taking place in and outside of the European Union once a European citizen is affected. This means that GDPR has a global reach and may also be applicable for companies without an establishment in the EU.

The Transparency and Consent Framework Version 2.0 (TCF) is a standardized, policy-based technical solution. TCF aims to make it easier for all participants to comply with the first steps of collecting data, gathering consent, and signaling that information to partners approved by the end-user. It supports compliance with GDPR as well as the European ePrivacy Directive.

“Implementing TCF doesn’t automatically equal compliance with GDPR, although it would have been great. The implementation of the IAB’s TCF does not guarantee that the processing procedures of the participants behind it are compliant. There are quite a lot of other law requirements to fulfill, besides collecting consent from users for certain advertising-related activities,” says Eberlin.

Main Changes the Industry Will See with TCF Version 2.0

During the implementation stage, TCF v2.0 took into account the feedback from the market, mainly from publishers, but also from the data protection authorities (DPAs). With this second version in place, users can now give or withhold consent on a more granular level. Additionally, they get to exercise their ‘right to object’ to their personal data being processed solely based on legitimate interests. The consent has to be given by an explicit “affirmative” opt-in action. The TCF v2.0 also enables greater transparency for the user, through more detailed and more easily understandable descriptions of the data processing purposes.

Publishers, on the other hand, have more control over how each specific actor in the digital advertising chain can process data collected through their digital properties.

Listen to the podcast on the Ad Tech Today Soundcloud page to learn more about this trending topic and click “follow” to get updated each time we release a new episode.


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