On May 16, the IAB released details about the new version of TCF—TCF v2.2.
This update brings several important changes that will affect how online advertising works for both publishers and advertisers. After receiving criticism since TCF v2.0 went into effect, the IAB is aiming to better meet the expectations of users and regulators.
What’s new in TCF v.2.2?
- Legitimate interest can no longer be selected as a legal basis for advertising and content personalization (purpose 3,4,5, and 6) — only consent can be selected.
- User-friendly descriptions have replaced the legal information regarding purposes and features.
- Vendor disclosures have been standardized and expanded to include categories of data collected, retention periods, and whether legitimate interest applies.
- The total number of vendors used by a publisher should be displayed on the first layer of the CMP UI.
- Consent management platform (CMP) redesign is mandatory so that users have the ability to opt out of consent.
In addition to policy changes, the IAB Tech Lab introduced technical changes that are most relevant to vendors and CMPs.
Deadline for implementation of TCF v2.2 and final remarks
In summary, the TCF v2.2 brings several important changes to the digital advertising industry by expanding the scope of the framework, updating the UI requirements for CMPs, introducing policy changes, enhancing accountability and transparency requirements, and updating technical specifications. These updates are designed to give users more control over their consent choices, increase transparency and accountability, and improve the overall user experience. The IAB has given CMPs until November 20, 2023 to implement the new policies and specifications.
As the industry continues to evolve, it is essential for publishers, advertisers, and CMPs to stay up-to-date with the latest changes to ensure compliance and build trust with their users.
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