Market uptake for TCF 2.0 strong, but the jury is still out on Google’s involvement

What's New in Publishing 12 Aug 2020 07:25

Almost a year ago, IAB Europe, in partnership with IAB Tech Lab, announced the launch of the second iteration of Transparency & Consent Framework (TCF) 2.0.

The TCF is designed to help publishers and advertisers work with technology vendors who provide data-driven services that support both their operations and commercial activities.

It follows a 12-month review period which included market feedback from all sectors of the digital advertising industry, notably publishers, and nine meetings with Data Protection Authorities (DPAs) throughout Europe. Market participants were given until Saturday, 15th August 2020 – the switchover date –  to adopt the new standards and successfully switch across from TCF 1.1 to TCF 2.0.  

Central to the design of the framework is the opportunity it gives publishers to communicate to their readers what data is being collected, how they and their vendor partners intend to use it, and how users can exercise complete control over their data and its processing. 

Under TCF 2.0, not only can the user give or withhold consent, but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interests. It also enables greater transparency for the user, through more detailed and more easily understandable descriptions of the purposes of data processing.

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