The world of performance marketing and its tracking has been continuously challenged in the last few years, with the mission to enhance data protection as well as increase consumer transparency.
In line with European Union’s General Data Protection Regulation (GDPR), the German Federal Court of Justice (BGH) ruled that anyone who wishes to use user data for marketing purposes has to obtain active consent.
While this has been a great initiative in generating sensitivity to consumer data, it has led to much uncertainty in the digital marketing realm, which works solely based on data. To make it easier for those who display and manage digital advertising and develop targeted content to comply with GDPR, the industry association Interactive Advertising Bureau (IAB) has come up with a Transparency and Consent Framework (TCF).
The Framework consists of open-source technical specifications managed by the IAB Tech Lab, and policies managed by IAB Europe. It has been designed to standardise the provision of notice about personal data processing, and the transmission of signals about user choices and transparency related to data processing, so that the digital advertising supply chain can continue to function in a way that aligns with GDPR requirements.
Source: https://iabeurope.eu/wp-content/uploads/2019/08/TCF-Fact-Sheet_General.pdf
TCF requires that Consent Management Platforms and technology providers fulfil specific criteria that portrays choice, transparency, control and compliance, in order to be registered to a central registry of compliant vendors.
After 12 months of shareholder feedback, the second iteration of TCF was agreed upon, to provide users and publishers even greater control. Some examples include:
TCF 2.0 will take effect on 15th August 2020.
The mission of TCF aligns with our values as a technology provider, as we invest intensely on enhancing our tracking system – which lies at the heart of our partner marketing platform. Therefore, we have started or are working on the following measures:
All in all, we will allow smooth transition to TCF for the platform owner, so that their partners and advertiser have time to adapt. In the meantime, if you have any questions or concerns concerning our plan towards TCF 2.0, contact us!
From Day One – Martin's Journey at Ingenious Imagine being part of building a platform…
Thinking the implementation of conversion tracking amidst Google Chrome's ban on third-party cookies requires a…
The SBC Summit Barcelona 2022 - In this blog article we recap the eventful days…
We are pleased to welcome another partner in the field of e-commerce.
Thanks to the collaboration with our great client belboon, we are delighted to have been…
Due to the remote culture, we got the chance to access a grown talent pool…