Blog 3 minutes 5/5/2020

OneTrust is an IAB TCF 2.0 CMP for Mobile

IAB TCF v2.0 CMP

With the fast-approaching TCF deadline, OneTrust leads the industry as a registered IAB TCF v2.0 CMP for mobile applications.  

Viewers are more likely to consume contenton multiple devices in multiple locations. As a result regulations and supervisory authorities have put a spotlight on the way brands and publishers capture consent across devices. As consent guidances grow companies must focus on respecting user’s privacy preferences.  They must do so across web properties and mobile applicationsto ensure compliance and deliver targeted ads based on user consent.   

IAB TCF v2.0 CMP for Mobile 

Today, we’re excited to share the news that OneTrust provides an  officially-approved IAB TCF v2.0 CMP for mobile applications and web properties/websites. As an approved CMP for mobile, we’re excited to support customers obtain the consent needed to deliver relevant ads while maintaining IAB TCF v2.0 compliance. Additionally this is critical to maintain ad revenues and build trust with consumers. 

Increased Attention on Mobile Apps  

Certain supervisory authorities noticed how ad tech companies are collect data via apps to deliver personalized advertisements. In 2018, the CNIL issued a warning against four French advertising tech companies that were collecting geolocation data from app users to display targeted advertising without consent. The case found violation against both the GDPR and IAB Europe Transparency & Consent Framework (TCF). The consent obtained from app users was invalid. After the CNIL actedthe UK Information Commissioner (ICO) and the Irish Data Protection Commissioner (DPC) were informed and all are actively monitoring instances such as this one 

Take Action Today 

By June 29, 2020, all publishers must make the upgrade from TCF v1.1 to TCF v2.0. This means our publisher customers can use the OneTrust PreferenceChoice CMP to make the switch to v2.0 on both web properties and mobile apps leveraging a team of publisher experts and ongoing support.  Visit OneTrust PreferenceChoice to Request a Demo with our Publisher Experts!

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