DIGITAL MARKETING NEWS
IAB Europe releases new GDPR consent framework for comment
IAB Europe, in partnership with IAB Tech Lab, announced Thursday new technical specifications for its second iteration of the Transparency & Consent Framework (TCF v2.0), designed to facilitate GDPR and ePrivacy Directive compliance for ad tech vendors.
The new specifications are currently available for public comment over the next 30 days.
Why we should care
IAB Europe’s TCF offers companies a framework with which companies can manage GDPR-approved consent collection from users and site visitors. The new version takes into account feedback from publishers for more granular controls among the requests. With more explicit terms and practices outlined in TCF v2.0, publishers and vendors have access to deeper knowledge and control when collecting and managing personal data. The framework provides more intuitive solutions and resources so that publishers, tech vendors and advertisers can more easily meet the transparency and consent requirements of GDPR.
Google, which has not signed on to the initial TCF, has that it would officially integrate this next version of the framework as a recognized TCF vendor after the release. The parties said they have been collaborating on the revision.
“Google is actively contributing to the different TCF work-tracks, both on the IAB Europe and the IAB Tech Lab sides, and have said they will announce the timing of their integration once Version 2.0 of the TCF is out in the market,” Townsend Feehan, CEO of IAB Europe, told MarTech Today in February.
We have reached out to Google for an update. In January, Google was hit with a 50 million euro penalty ($56.8 million) for not being transparent enough about the use of personal information and for not obtaining specific consent for ad-targeting purposes under GDPR.
Key changes in TCF v2.0
The updated framework is intended to provide consumers and publishers with more transparency and control over consenting to and collecting personal data, IAB Europe said. Key changes include:
- Extending the original purposes for processing personal data from five to twelve to provide more in-depth context.
- Users’ ability to expressly indicate the “right to object” to a vendor collecting and processing their data.
- Increased control in consenting to data processing, and how the vendors might use the data (including precise geolocation data).
This story first appeared on MarTech Today. For more on marketing technology, click here.