The consent pop-up is designed the give the publisher high opt-in rates without compromising any GDPR or ePrivacy regulations.
TCF version 2.0 gives full control to publishers over which third-party vendors they disclose to their users and over which purposes they allow those vendors to use personal data.
It enables the transmission of a user’s choice in connection with those approved vendors (whether relying on consent or legitimate interests) to the third parties they are working with and for this to be transmitted across the advertising supply chain.
The IAB Transparency and Consent Framework (TCF) supports publishers, advertisers, and tech vendors in meeting the transparency and user-consent requirements defined by GDPR.
The Framework was updated in August 2019 to the TCF 2.0. The guidelines here clearly state that website owners must give their users the possibility to withhold or decline consent to cookies (data processing).