IAB TCF
Who is part of the TCF?
Compatible CMPs are officially referenced after full audit and validation for each version.
Advertising industry players aka 'vendors': adserver, dmp, advertising measurement tool.
Some advertising players are not in the TCF, so Google has developed the Google Consent mode for these players.
The major advertising players use TCF as the single standard for the data/consent chain.
In its first version TCF allowed the reading of consents from one site to another (global consent) this function is not allowed by Google in V2.
Who is the TCF for?
TCF is potentially applicable to all digital devices: website, mobile app, etc.
It is preferred for sites and apps with a large audience monetization: media, advertisers with advertising.
Its adoption is not massive because there is a strong impact on the user experience.
The trade-off between business, project and brand/customer relationship issues must be taken into account.
What are the impacts?
The trade-off between business, project and brand/customer relationship issues must be taken into account.
TCF will be a CMP project to manage and implement.
Can I test on a TCF template? YES, YOU CAN.
Will TCF have a negative impact on my consent rate?
NO.
Why: because the first screen that collects 99% of the consent will be little changed except its text. The default one from the IAB or a modified text validated by IAB. The impact will therefore be minimal
By passing the TCF I would have to resubmit consent to my entire audience?
YES.
Why: to have the totality of my audience with an exploitable consent in the framework.
What are the advantages of taking the TCF ?
The main interest lies in the collaboration opportunities with TCF Vendors.
These opportunities are accessed on audience monetization and advertising mainly.
Be able to quickly test and activate new TCF Vendor devices based on the chosen configuration.
Supporting the only advertising industry standard in the context of consent and GDPR
Disadvantages of taking the TCF ?
You must adhere to all the specifications.
The UX of the preference center is broad and complex. The IAB purposes are mandatory and cannot be merged with your own purposes.
It is necessary to follow the evolutions of the TCF according to the current events and following a timing imposed by the IAB.
In case of a new collaboration with a vendor, it will be necessary to wait for the consent to resubmit or to resubmit to the whole hearing.
Migration to the TCF?
This is a CMP project with purpose and design choices on the preference center.
The consent will have to be resubmitted to the entire audience to be available in the framework.
Make choices upstream, particularly on vendors, and measure the potential impact.
Stay alert and responsive to our recommendations and to changes in the framework.
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