IAB TCF 2.0: Considerations and Checklist
Publishers leveraging the IAB Europe Transparency and Consent Framework (TCF) need to prepare to switch to support for TCF 2.0 before August 15. After that date support for version 1.1 will end. You might be asking yourself, “How do I make the transition to IAB TCF 2.0 as smooth as possible?” With the list of features, purposes, stacks, new structure for the TC String, and more, there are significant changes from previous versions. After an initial transition phase in v2 adoption, older versions will be deprecated. Read on for everything you need to know about transitioning to IAB TCF 2.0!
What do you need to do to make the switch from TCF 1.1 to 2.0?
Under IAB TCF v2.0, publishers are able to:
- Select on a per vendor basis the purposes and/or legal bases permitted on their services
- Provide users with transparency into your vendors and the purpose in which your data is processed
- Request and obtain consent or have legal bases for processing data
- Transparently pass information relating to user choices to the ecosystem
- Utilize the service of a CMP registered with the TCF, such as OneTrust PreferenceChoice
With an IAB-approved CMP, publishers can easily put a CMP banner or overlay on their website that gets the user’s consent before any ads are delivered. That “right consent” is then automatically sent to IAB Europe’s pre-approved vendors, and voila–targeted ads are delivered.
Here are some things companies should consider when making the upgrade to TCF 2.0, based on the company size:
For smaller companies that need a quick, free solution to follow TCF v2.0 guidelines:
If you’re a small publisher or media company with just one or a few domains, building a CMP should be a breeze. With this tool, you can get up and running quick by simply selecting your CMP layout and style, choosing your audience and adding the script onto your website. However, if you need to target a broader audience or want to think about keeping track of consent records in a dashboard, upgrading to a full Consent Management Platform is the way to go.
For medium-sized companies that have multiple domains and Google ads:
If you fall in the medium bucket, you likely manage multiple domains, need to manage stacks, and integrate with Google ads. Until Google is a registered vendor of TCF 2.0, per IAB policies, Google must be listed separately from the IAB TCF 2.0 approved vendors. Make sure you use a software solution can configure the CMP so that you are integrated with Google and IAB TCF 2.0 compliant.
For large enterprises that need a to manage multiple vendors and integrate with various platforms:
As a large enterprise, you have a lot on your hands when it comes to compliance. In addition to focus areas for medium-sized businesses, you’re likely looking to manage the vendor list, integrate with existing tech stacks and build a CMP for your mobile application. With solutions like OneTrust, you’re able to search and filter vendor list sourced directly from IAB without leaving the product, manage purposes in bulk and/or by individual vendor, blacklist non-compliant vendors, and integrate with existing tech stack including Adobe Advertising Cloud, Facebook, FreeWheel, mParticle, and Salesforce Audience Studio. For mobile apps, you’ll need to create a CMP as you would for web properties, export the native SDK and import it into your application. This can get complex—so we put together a detailed checklist to help you navigate your TCF v2.0 upgrade.
Why IAB TCF 2.0 is a Win for Publishers
IAB TCF 2.0 gives publishers much more power regarding how ad tech vendors and advertisers can utilize the data collected on your website or app. Plus, it gives you the opportunity to establish next-level transparency with your customers. But time to make the switch is running out! By August 15, 2020 all global vendors and CMPs under TCF v1.1 will no longer be supported. If you need additional help, get your questions answered directly by a publisher expert.