TCF, which was launched in April 2018, is designed to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.
The Framework was developed by IAB Europe in collaboration with organisations and professionals in the digital advertising industry. It provides transparency to consumers about how—and by whom— their personal data is processed and enables users to express choices.
TCF enables vendors engaged in programmatic advertising to know ahead of time whether their and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes. Through the framework, publishers can continue funding themselves through relevant online advertising, and brands can continue to reach their audiences. And, most importantly, consumer privacy is protected the entire time.
The added registration of AAX to the framework further bolsters IAB Europe’s mission to raise the standard and trust in digital advertising across Europe. “AAX is excited to join IAB Europe’s Transparency and Consent framework and help shape the future of the digital marketing and advertising ecosystem in Europe and equally protect consumer’s privacy,” said AAX CEO Frederick Leuschner.
Parties interested in joining the Framework to give audiences full visibility and control over who can process their data in connection with advertising, should visit https://advertisingconsent.eu/register/