透明度 & 同意架构二.0发射

The TCF is an industry tool that supports companies within the digital advertising ecosystem as they manage their compliance obligations under the GDPR 和 ePrivacy Directive. This second version follows a 12-month review period which has included market feedback from all sectors of the digital advertising industry; notably with 出版商 和 meetings with Data Protection Authorities (DPAs) throughout Europe.

TCF v2.0 continues to support the overall drive of the TCF to increase consumer transparency 和 choice, management by digital properties of consent 和 compliance, 和 industry collaboration that centres on st和ardisation.

The TCF Steering Group (SG) drafted the new policy documents 和 engaged with the IAB Tech Lab, which managed the technical specifications. With participation from 10 National IABs 和 55 organisations – plus EU-level associations, 出版商, 媒体所有者, 技术提供商, 和 media agencies – the SG enabled an inclusive, fair 和 consensus-based participation of stakeholders to deliver the vision.

在TCF v2下.0, not only can consumers grant or withhold consent but they can also exercise their ‘right to object’ to data being processed. Consumers also gain more control over whether 和 how vendors may use certain features of data processing (for example, the use of precise geolocation).

Publishers employing TCF v2.0 gain greater control 和 flexibility over how they integrate 和 collaborate with their technology partners. New publisher functionality allows them to restrict the purposes for which personal data is processed by vendors on a publisher’s website, 以每个供应商为基础.

Announcing the updates to the TCF, Townsend Feehan, CEO of IAB欧洲, said: “The original TCF was launched to help a complex industry value chain manage their obligations under new regulations, 特别是GDPR. With the number of constituents involved 和 disparate regulatory interpretations across multiple jurisdictions, it was essential that the evolution of the framework was h和led sensitively, with the final specifications able to be adopted in a manner consistent with differing business models in a wide range of operational markets.

“Whilst the TCF will continue to evolve to meet the needs of our dynamic industry, I am confident this update addresses all the feedback we have received from many DPAs throughout Europe, as well as the needs of each part of the digital advertising value chain.”

As businesses adopt the new updates, TCF v2.0 will operate in market alongside TCF 1.0 through to the close of Q1 2020. This will provide publisher websites 和 Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF v2.0. It also provides vendors with sufficient time to develop 和 implement the code needed to ad在这里 to the protocol of TCF v2.0.

了解更多 和 read the full announcement 在这里.

额外的资源: 

• Download the one-pager for a general overview of TCF 2.0

• Download the infographic for more visual guide to TCF 2.以及它是如何工作的

• Full webinars 和 information decks available for 出版商, 代理商和广告商 和 CMP和供应商 在IAB欧洲网站上.