Tcf 2 0 8211 Current Status And Developments
Management Summary
What happened so far – TCF 2.0 in a nutshell
TCF stands forTransparency & Consent Frameworkand is, as the name suggests, a framework that comes fromInteractive Advertising Bureau (IAB), an international, non-governmental organization, was supervised and developed. The goal is thatlegally compliant implementationof online marketing as we currently know it.
The TCF consists of two main components: thePoliciesand oneTool for implementationthis. All actors must commit to following these standards and the tool providers (and also the user interface of the respective consent management platform) are certified by the IAB. This is intended to provide a valid frameworkRealization of programmatic advertisingto which all market participants are bound – after much hesitation, Google finally joined this.
From the perspective of those affected, the process is that when you visit a websitelegally compliant consentto all, some or noneAdvertising providers or purposescan be given. However, the first challenges arise here, because what should informed consent to hundreds of providers look like?
In the next step, the website controller, the publisher, sends the consents or rejections to the AdTech providers via AdExchange, and they then display the advertising on the booked spaces.For anyone who isn’t very familiar with all of these abbreviations and technical terms, there is a good overview video from IAB Austria, for example, here:https://youtu.be/SDu-qPZ1chg
And what does that mean for me specifically?
From the perspective of usersdoes that mean that in one“Consent Banner”on a publisher’s websiteGDPR-compliant consentfor all, some or none of the advertising purposes and providers.
This information is then sent to theAdvertising networktransferred so that for the selected purposes or providerspersonal marketingcan take place.For advertisers, who have already switched to TCF 2.0, there is nothing further to do. The framework guarantees legally compliant delivery and everything else runs as before.From the perspective of agenciesthere is also a need for action. On August 13th The integration in Google Campaign Manager and DV360 with TCF 2.0 has gone live, with updates for floodlights, placement and tracking tags. This results in some changes to the tags that must be taken into account when using TCF 2.0, but this is optional. If you need further information or have any questions, our experts will be happy to help you!With publishersAccording to the ideas of the IAB, there should be oneTCF 2.0 certified softwaretoCollection and management of consentthat correctly passes on this consent and thus enables the display of advertising.AdTech providersmust comply with the requirements of TCF 2.0 and, for example, guarantee that no advertising is shown if there is no valid consent. Specifically, the IDs of users who have not consented are also sent to the AdTech providers – with the information that these people should be excluded from advertising. This could possibly be a data protection problem, but so far there have been no court decisions on this.For better understanding:The actions covered by TCF exempt website operators (publishers)notfrom obtaining other consents, e.g. for web analysis. In practice, this means: The consents, for example for Google Analytics, must continue to be explicitly reflected in the consent management solution. More about this in oursWhite paper: https://e-dialog.group/wissen/consent-management/
Am I 100% safe from warnings by using TCF 2.0?
In short: no. You are not 100% safe and you should generally approach anyone who promises such security with caution. The IAB is an influential international trade association but not a regulator, and the TCF is oneIndustry standard, which one thoughno legal security against warningsetc. can offer. It is an agreement that is supported by case law, such as the ECJ ruling on the legally compliant design of cookie banners or the end of Privacy Shieldconstant changessubject to.
The British data protection authority has noted that the TCF predecessor did not comply with the GDPR and the criticized points have not yet been changed in TCF 2.0. It will only become clear in the future how “stable” TCF 2.0 really is.
When it comes to the future, we would also like to briefly address the currently known schedule: To our knowledge, no new deadline has been given for the validity of TCF 2.0. Of course, we will keep you updated and continue to monitor when all publishers will have to obtain their consent again – because this is a mandatory factor when introducing or switching to TCF 2.0. It remains exciting!
