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The IAB TCF v2.0 Framework

Have you heard about the IAB TCF v2.0 Framework?
If you’re involved in the digital advertising industry, it’s something you should know about. In this post, I’ll explain the framework and how it works.

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What is the IAB TCF?

TCF stands for “Transparency and Consent Framework,” and it was created by the Interactive Advertising Bureau (IAB) to help publishers and advertisers comply with the General Data Protection Regulation (GDPR) and other data privacy regulations.
The framework is a set of guidelines and technical specifications that enable publishers to obtain user consent for data processing and ensure that they’re only serving ads relevant to the user’s interests.

What is the purpose of the IAB TCF?

By providing a standardized way for publishers to obtain user consent, the framework helps ensure users’ privacy rights are respected.
It also makes it easier for advertisers to serve relevant ads, leading to a better user experience and more effective advertising campaigns.
This allows companies to choose the legal basis that is most appropriate for their data processing activities.

How does the IAB TCF work?

It allows publishers to obtain user consent for data processing and for advertisers to serve personalized ads based on that consent.
Publishers can use a consent management platform (CMP) to display a consent notice to users and obtain their consent for data processing. The CMP communicates with vendors (such as ad tech companies) to ensure they only process data with the user’s consent.
Advertisers can use the framework to receive signals about user consent and serve relevant ads based on that consent.
One of the key features of the TCF v2.0 Framework is its support for different legal bases for data processing. Under the GDPR, companies must have a legal basis for processing personal data. The framework supports several legal bases, including consent, legitimate interest, and contractual necessity.
Another important aspect of the framework is its support for data subject rights. Under the GDPR, individuals have certain rights concerning their personal data, such as the right to access their data, the right to have their data deleted, and the right to object to processing. The framework includes mechanisms for users to exercise these rights, such as a “right to object” signal that allows users to opt out of data processing.

Who does the IAB TCF apply to?

It is especially relevant for online newspapers/magazines, publishing houses, media companies, and tech vendors.
The framework requires advertisers and publishers to inform users who collects their data and for what purpose. This helps users make informed decisions about whether or not to consent to data collection.
The framework also has guidelines around data storage and deletion. Advertisers and publishers must delete user data after a certain amount of time and ensure that data is stored securely and only used for the purposes for which it was collected.
Finally, the framework includes guidelines around enforcement and accountability. There are processes in place for handling complaints and ensuring that advertisers and publishers are held accountable for any violations of the framework.

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