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The policy was drafted by 10 national IABs and a group of 55 companies.

IAB Europe and IAB Tech Lab have launched the second version of the Transparency and Consent Framework (TCF) after a 12-month review period. The tool guides digital advertisers on consent and compliance obligations under the General Data Protection Regulation (GDPR) and ePrivacy Directive.

The updated framework is aimed at increasing consumer transparency and enabling publishers to regulate how their vendors process data. The updated version also gives more control and flexibility to publishers while collaborating with technology partners.

The IAB had come under criticism from the UK Information Commissioner’s office over its earlier version of the TCF. The organisation said, it “is confident this update to the TCF will allow companies to adopt a GDPR-compliant approach to RTB within the UK.”

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