IAB’s revised Transparency and Consent Framework gives rise to publisher scepticism

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2020, 4:23 PM UTC

The updated version of TCF will roll out on August 15, with a grace period until September 30.

IAB’s revamped Transparency and Consent Framework (TCF) aim standardise how businesses run programmatic advertising while complying with GDPR. The new framework provides more clarity around how data processors, like Google and other vendors, can use publisher-user information.

But, some publishers are concerned with Google’s involvement in TCF, claiming the tech giant has an oversized influence in developing the framework. Both IAB Europe and Google, however, maintain that the company is working with the confines of the framework.

Publishers are also worried that the Ad tech agencies are not ready for the new framework. They further contend that due to Europe’s many regulatory boards and data protection authorities, details of the agreement are not well known, and more work is needed on them.

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