IAB TCF 2.0: Top 5 Things Publishers Should Know
This guide shares the top 5 things publishers should know about IAB TCF 2.0, which introduces significant changes for publishers and the ad tech ecosystem.
Announced by the Interactive Advertising Bureau (IAB) in August 2019, TCF v2.0 introduces significant changes for publishers and the ad tech ecosystem. There is a lot included in TCF v2.0, whether you plan to upgrade from TCF v1.1 or get started with TCF v2.0.
This guide is a great place to start, but we also recommend other resources at the end of this article.
1) Key Background on the IAB and TCF v2.0:
IAB: The Interactive Advertising Bureau (IAB) develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies and the wider business community on the importance of digital marketing.
TCF: The IAB runs the Transparency & Consent Framework (TCF), a collaborative solution to standardize how businesses – publishers, ad tech vendors, and agencies – can continue running advertising in a way that is compliant with GDPR.
TCF v2.0: The goal of the Framework is to help players in the online ecosystem meet certain requirements of the ePrivacy and GDPR by providing a way of informing users about:
- The storing and/or accessing of information on their devices
- The fact that their personal data is processed
- The purposes for which their personal data is processed
- The companies that are seeking to process their personal data for these purposes
- Providing users with a choice about the same, and signaling to third parties which information has been disclosed to users and what users’ choices are
Framework: You may see TCF v2.0 referred to as “the Framework”
2) Who is involved with TCF v2.0?
As a Consent Management Platform (CMP), OneTrust PreferenceChoice is working closely with IAB Europe. If you check these boxes, you may need to adopt IAB TCF v2.0:
Required to comply with GDPR
Send signals to ad tech ecosystem around consent and purposes
Are one of the following:
- Vendor: A company that delivers digital advertising within a Publisher’s website, app, or other digital content
- Publisher: An operator of a Digital Property serving ads and who is primary responsible for ensuring the Framework UI
3) What are key parts of TCF v2.0?
Purpose: One of the reasons for processing of data, including users’ personal data that for which users are given choice to consent or object
Special Purpose: One of the reasons for processing data, including a users’ personal data, for which users are not given choice to consent or object
Features: How vendors carry out a purpose. For example, a feature could be combining data obtained offline with data collected online or linking devices that belong to the same user. Users are not given choice to consent or object to features
Special Features: How vendors carry out a purpose. Users are given a choice to opt-in separately from the choice to consent or object to the Purpose which the Special Feature supports
Stacks: A stack is the combination of Purposes and/or Special Features that can be used in the Initial Layer of a UI to give consent and object choices to users
Signal: The signal sent by a CMP, usually on behalf of a Publisher, to Vendors that includes information about user consents and opt-ins
Initial Layer: Refers to information that must be visible to the user in the UI prior to the user giving consent or objecting
4) What is the timeline for upgrading from TCF v1.1 to v2.0?
March 31, 2020: Code completed for full feature support
April 30, 2020: CMPs start to deploy in Publisher environment
August 15, 2020: GVL & CMP list TCF v1.1 no longer supported
Septemeber 20, 2020: TCF v1.1 consent strings will no longer be valid
5) What else should I know, and where can I learn more?
You need to ensure your vendors support IAB TCF v2.0 before upgrading to ensure signals are sent correctly.
Work with your CMP to upgrade to v2.0.
Google has committed to support IAB TCF v2.0.
Check out these resources:
- OneTrust & IAB webinar
- IAB TCF v2.0 Website
- IAB Fact Sheet for Publishers
- IAB TCF v2.0 Switchover FAQ
- Google: Ad Manager and Ad Exchange program policies for IAB Transparency and Consent Framework v2.0