BLOG 4 minutes 4/22/2020

IAB TCF v2.0: What’s New?

The IAB Tech Lab and the IAB Europe have released the second version of the TCF, the collaborative industry solution for conducting targeted advertising in compliance with GDPR. By June 29, 2020, all Publishers must make the upgrade from IAB TCF v1.1 to IAB TCF v2.0. Learn about the differences between the two versions, and how OneTrust PreferenceChoice is here to help.

The Interactive Advertising Bureau (IAB) is gearing up for the new Transparency and Consent Framework (TCF) v2.0 to go into effect. For those familiar with TCF v1.1, TCF v2.0 is an updated version with a focus on improving consumer transparency and choice by further expanding the control for publishers and CMPs. 

The AdTech market will benefit from the framework in its adherence to the General Data Protection Regulation (GDPR) and ePrivacy Directive while maintaining support for their needs from their users. The updated version will go into effect June 30, 2020, which requires all Publishers to make the upgrade to v2.0 by the deadline.  

Why Was IAB TCF v1.1 Updated?

TCF v1.1 was the first framework of its kind. TCF v2.0 seeks to provide choice and transparency to consumers and continues to take feedback to drive innovation and provide greater control to publishers.

Key changes include:

  • Consumer choice and transparency
  • Increased control for publishers  
  • Inclusion of legitimate interest provisions
  • Purposes of data processing
  • Customization of the vendor operation 

We’re keeping up to date with all things related to the upcoming framework and have highlighted some of the many differences between v1 and v2 below:

What’s New in v2.0?

IAB TCF 2.0 is the result of continuous consultation with its users and a broad base of stakeholders. The new version introduces the “right to object” to a processor’s “legitimate processing” legal basis for data processing. IAB TCF 2.0 has been designed to give enhanced transparency and choice to consumers while providing enhanced control to publishers. This is accomplished by incorporating the following changes:

  • Enhanced Purpose Granularity: The purposes of data processing have been extensively revised to provide additional granularity. Individual purposes have been further subdivided increasing the total number purposes from five to ten. Two Special Purposes have also been added. Features have also been increased to five with two of the Features being designated Special Features requiring opt-in.
  • Right to Object: Users will be able to communicate their Right to Object to processing on the basis of the Legitimate Interest for processing directly to CMPs. The objections will be communicated by the CMP to Vendors by Purpose.
  • More Complete Accommodation of Legitimate Interests: Vendors will be more accountable for whether their “legitimate interest” legal basis has been acknowledged. The vendor will receive an explicit signal that it has been acknowledged.
  • Granular Controls: New, more granular controls give publishers more control over the data processing purposes allowed on a per vendor basis. Publishers can create different rules for each Vendor or group of Vendors.
  • Application of Policies: Greater support for the users of the framework in the application of the policies, terms and conditions, and technical specifications.
  • Flexible Vendor Legal Bases: Vendors are able to register flexible and default legal basis to accommodate regional legal differences.

Publishers receive support in a multitude of ways, but the update to the framework comes in the form of better support provided to publishers, CMPs, and AdTech vendors that provide detailed information on the purposes behind the data they’re processing.

How OneTrust PreferenceChoice Helps

At OneTrust PreferenceChoice, we help Publishers get the consent they need to deliver the most relevant ads to their users while remaining compliant with the laws. This is not just important for compliance purposes, but critical to maintain ad revenues and build trust with consumers.

OneTrust PreferenceChoice, the #1 CMP in the market and anofficially-approved IAB Europe TCF v2.0 CMP, is here to help. This means our Publishers customers can use the OneTrust PreferenceChoice CMP to easily switch to v2.0, and access resources, tools, and templates only available to OneTrust customers. 

Powering Upgrades to TCF v2.0 for Publishers

Get Started today with our CMP to capture, store and signal user consent. OneTrust PreferenceChoice works closely with IAB Europe and the IAB Tech Lab and is ready to support TCF v2.0 as the upgrade deadline approaches. More Publishers choose OneTrust’s CMP than any other IAB-approved CMP, and can:

  • Leverage pre-built IAB TCF v2.0 templates
  • Create compliant banners with drag-and-drop and other easy tools
  • Enforce geolocation-based consent rules per region
  • Search, filter and select vendors from the embedded IAB list

Request a 1:1 personalized demo with a Publisher expert.