IAB Europe publishes updated framework to address consumer data usage

Anne Freier

In Mobile Advertising. August 23, 2019

IAB Europe this week launched the second installment of its Transparency and Consent Framework (TCF). In other words, it’s a framework for agencies and advertisers to communicate with end-users how their data is being used.

Following a 12-month review period, the updated TCF includes technical specifications and policy documents suggesting how companies process personal data from a legal basis.

The TCF supports companies within digital advertising managing compliance obligations under GDPR and the ePrivacy Directive.

“The original TCF was launched to help a complex industry value chain manage their obligations under new regulations, notably the GDPR. With the number of constituents involved and disparate regulatory interpretations across multiple jurisdictions, it was essential that the evolution of the framework was handled sensitively, with the final specifications able to be adopted in a manner consistent with differing business models in a wide range of operational markets,” explains Townsend Feehan, CEO, IAB Europe.

“Whilst the TCF will continue to evolve to meet the needs of our dynamic industry, I am confident this update addresses all the feedback we have received from many DPAs throughout Europe, as well as the needs of each part of the digital advertising value chain.”

“The consumer is the principal focus of the TCF and the vision for version 2.0 was to provide clear explanations and choices to consumers regarding how their data may be used if consent is given, while providing greater control to publishers over how consent and other guidance is followed by their technology partners,” added Dennis Buchheim, EVP & General Manager, IAB Tech Lab.

Under the TCF 2.0 consumers can give or withdraw their consent for data to be processed. They gain more control which is an important aspect of increasing transparency.

“The fact that user data is at the front of public consciousness has placed increasing pressure on the ad tech industry over these past few years, and this has now reached boiling point,” explains Ian James, DataTech expert, and CEO at SBDS Group.

“Earlier in the year, the IAB came under fire from the ICO because the first iteration of its Transparency and Consent Framework didn’t ensure user consent during the RTB process – we now have a response to this.”

“Even though TCF 2.0 addresses some of the concerns outlined by the ICO back in June, it is clear that something must be done to overhaul the real-time bidding industry and management of data. Businesses are searching for a first party data driven future where customer trust is central to business growth. We all know that this will take time given the level of fragmentation across the industry, but rather than shooting down progress let’s continue to co-operate and support the steps the IAB is taking.”