{"id":13597,"date":"2019-10-11T12:09:08","date_gmt":"2019-10-11T06:39:08","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=13597"},"modified":"2022-09-02T16:30:06","modified_gmt":"2022-09-02T11:00:06","slug":"understanding-iabs-transparency-and-consent-framework-tcf","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/","title":{"rendered":"Understanding IAB\u2019s Transparency and Consent Framework (TCF)","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>A lot has changed in ad tech after the implementation of <a href=\"https:\/\/www.adpushup.com\/blog\/gdpr-compliance-checklist-the-non-legalese-edition-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">GDPR<\/a>, especially for online businesses (including publishers) catering to EU residents. GDPR brought significant changes to how publishers collect and process user data, by mandating businesses to inform users about how their personally identifiable information (IP, device IDs, location) is collected, stored, and used.<\/p>\n\n\n\n<p>Following the implementation of GDPR in EU, the state of California formulated its own privacy regulation called the <a href=\"https:\/\/www.adpushup.com\/blog\/california-consumer-privacy-act-ccpa\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">California Consumer Privacy Act (CCPA)<\/a>. Although CCPA is not enforced yet, it\u2019s scheduled to be effective from 2020. The general idea of CCPA remains the same as GDPR\u30fcrecording consent and informing people about the use of their personal data.<\/p>\n\n\n\n<p>In outline, these privacy laws sound similar, however, the technical details vary a lot. For instance, both laws define personal data differently. As a result, for businesses operating from multiple locations, it can be tricky to keep up with these laws while working with the user data.<\/p>\n\n\n\n<p>Since various state- and country-wise laws complicate business, ad tech needed a standard solution. This is what IAB\u2019s Transparency and Consent Framework (TCF) is about.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#What_is_the_Transparency_and_Consent_Framework\" >What is the Transparency and Consent Framework?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#So_How_Does_TCF_Work\" >So, How Does TCF Work?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#What_Changes_Would_Publishers_See_With_TCF_in_Action\" >What Changes Would Publishers See With TCF in Action?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#Case_1_If_user_agrees_to_share_personal_data\" >Case 1: If user agrees to share personal data<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#Case_2_If_user_disagrees_to_share_personal_data\" >Case 2: If user disagrees to share personal data<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#Benefits\" >Benefits<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#Drawbacks\" >Drawbacks<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/#Whats_in_it_for_Publishers\" >What\u2019s in it for Publishers?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_the_Transparency_and_Consent_Framework\"><\/span>What is the Transparency and Consent Framework?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>On March 2018, IAB announced the Transparency and Consent Framework. Within a few weeks, IAB rolled out additional updates for the framework and released TCF 2.0v. The newly added protocol would make it easy for the ad industry to implement various privacy laws.<\/p>\n\n\n\n<p>Furthermore, in order to organize things, the <a href=\"https:\/\/iabeurope.eu\/vendor-list\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Global Vendor List<\/a> (GVL) has been introduced\u30fcall the third-party vendors responsible for storing and sharing user data are needed to register themselves to the GVL, which is <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/iabeurope.eu\/\" target=\"_blank\">monitored and updated by IAB<\/a>.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"So_How_Does_TCF_Work\"><\/span>So, How Does TCF Work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The working of the Transparency and Consent Framework can be divided into three steps:<\/p>\n\n\n\n<ul><li><strong>Step 1:<\/strong> Publishers choose the vendors they are working with from the GVL.<\/li><li><strong>Step 2:<\/strong> Each time users visit the publisher\u2019s website, they are presented with a list of vendors, so they can choose who they wish to share their personal details with.<\/li><li><strong>Step 3:<\/strong> As per user choice, vendors get to access their data and show ads accordingly.<\/li><\/ul>\n\n\n\n<p><strong>Note:<\/strong> <a href=\"http:\/\/register.consensu.org\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Vendors who are not registered with GVL<\/a> will not appear to publishers and users.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Changes_Would_Publishers_See_With_TCF_in_Action\"><\/span>What Changes Would Publishers See With TCF in Action?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Case_1_If_user_agrees_to_share_personal_data\"><\/span>Case 1: If user agrees to share personal data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>User visits the publisher&#8217;s website and allows all or a few vendors access to his\/her data. Next, the <a href=\"https:\/\/www.adpushup.com\/blog\/guide-consent-management-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Consent Management Platform<\/a> would note the user\u2019s preference and inform the vendors about them. The allowed vendors then contact their partnered DSPs to place their bids for the available impressions. Lastly, the bids are collected and highest bidder gets to display the ad.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Case_2_If_user_disagrees_to_share_personal_data\"><\/span>Case 2: If user disagrees to share personal data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>User visits the publisher&#8217;s website and does not allow any vendor access to his\/her data. Here, the Consent Management Platform would record the user\u2019s decision, communicating the same to vendors and DSPs. Since the users&#8217; personal details cannot be used now, advertisers wanting to run behaviorally targeted ads will not participate in the auction. However, they can instead <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">use contextual targeting<\/a> (as it doesn\u2019t take user\u2019s personal details but shows ads basis the website\u2019s content) to show relevant ads and avoid wasting impressions.<\/p>\n\n\n\n<p>In a nutshell, users&#8217; choices will decide whether the vendors and DSPs will participate in the auction, which targeting methods will be used, and the performance of the inventory.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Benefits\"><\/span>Benefits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The name of this framework self-evidently tells about its benefits. However, to clarify:<\/p>\n\n\n\n<ul><li>The framework standardizes the transparency and consent policies for the industry including publishers, advertisers, and ad tech vendors. A standard set of rules will be more helpful in understanding it and implementing it on several stages.<\/li><li>TCF helps the industry understand and play by user consent. It allows users to choose if they want to share their information, with whom, and for what purpose.<\/li><li>For publishers, asking for consent and giving users the chance to choose vendors can lead to better (and more transparent) user-publisher relationships.<\/li><li>The latest version, TCF 2.0, supports all the latest <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/explainer-the-four-types-of-programmatic-deals\/\" target=\"_blank\">programmatic deal methods<\/a> like OpenRTB, <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">header bidding<\/a>, and more.<\/li><li>Respecting user privacy is a step in the right direction, the ad tech gets a chance to clean up its image and become an industry that lets users truly choose what they want.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Drawbacks\"><\/span>Drawbacks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This framework is not perfect either. Here are a few drawbacks:<\/p>\n\n\n\n<ul><li><strong>No protection against data leakage:<\/strong> Once a user gives consent to the use of his\/her data, it\u2019s possible the vendor can share the data with the demand-side. In the case of targeting, the user profile is compared with the advertiser campaign to show relevant ads. So, while user consent is recorded, there are no rules monitoring the use of data once it&#8217;s shared with DSPs.<\/li><li><strong>No responsible party:<\/strong> Because of lack of control of data, CMPs, DSPs, and SSPs are expected to act in good faith and respect user choices. Once the user provides consent, no single party is responsible for the maintenance and security of the user data.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Whats_in_it_for_Publishers\"><\/span>What\u2019s in it for Publishers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>TCF is not mandatory yet.<\/p>\n\n\n\n<p>For publishers, this framework can help foster better relationships with their users. Next, it can help them better understand which third-party vendors are preferred by users.<\/p>\n\n\n\n<p>On the other hand, if users choose not to share their personal details, no behaviorally targeted ads will be served for that user. This can drastically reduce the publisher&#8217;s earnings.<\/p>\n\n\n\n<p>In the bigger picture, TCF should help improve data collection and usage habits. Depending on the adoption, TCF can make users look at ads as a normal part of the digital experience rather than an intrusion that steals their attention.<\/p>\n\n\n\n<p>IAB is already approaching multiple vendors and publishers to drive TCF compliance and increase adoption, as data security continues to be a major concern for most industries.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>A lot has changed in ad tech after the implementation of GDPR, especially for online businesses (including publishers) catering to EU residents. GDPR brought significant changes to how publishers collect and process user data, by mandating businesses to inform users about how their personally identifiable information (IP, device IDs, location) is collected, stored, and used.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":13598,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6446],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Understanding IAB\u2019s Transparency and Consent Framework - Adpushup<\/title>\n<meta name=\"description\" content=\"IAB\u2019s Transparency and Consent Framework (TCF) was created to give users better control over how various parties in the ad tech supply chain use their data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-iabs-transparency-and-consent-framework-tcf\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Understanding IAB\u2019s Transparency and Consent Framework - Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"IAB\u2019s Transparency and Consent Framework (TCF) was created to give users better control over how various parties in the ad tech supply chain use their data.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/10\/IAB-Transparency-and-Consent-Framework-TCF.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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