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Home Resources Articles TCF v2.2 and Mobile Advertising: Adapting to the New Landscape for App Publishers

TCF v2.2 and Mobile Advertising: Adapting to the New Landscape for App Publishers

Understanding the TCF v2.2 guidelines is a critical aspect for mobile advertisers in today's digital landscape. As consent becomes paramount, it presents both challenges and opportunities for delivering targeted ads. This article aims to clarify TCF v2.2's implications for mobile advertising.
by Usercentrics
Jul 25, 2023
TCF mobile ads
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The latest TCF v2.2 guidelines put user consent at the heart of the mobile advertising ecosystem.


These rules require app publishers to capture consent for cookies or mobile identifiers to deliver personalized and non-personalized ads.


Delivering targeted mobile ads with TCF v2.2 restrictions seems challenging but isn’t impossible. This article explains how mobile advertisers can comply with TCF v2.2 while maximizing monetization opportunities.

What does TCF v2.2 mean for mobile advertising?

TCF v2.2 focuses on users’ right to grant or withhold consent and object to data processing activities. It also gives publishers greater control over how their technology partners process data.


While delivering mobile ads, you should be cautious of the following TCF v2.2 framework components.

Vendor lists


TCF v2.2 needs app publishers to disclose the total number of vendors on their vendor list on the first layer of their CMP. Displaying too many vendors can make it hard for users to make informed choices. It’s better to limit the vendor list to include only those that you work closely with.



TCF v2.2 restricts you from using legitimate interest as a legal basis for certain purposes. Vendors must establish consent as their legal basis for the following purposes:

  • Create a personalized ads profile
  • Select personalized ads
  • Create a personalized content profile
  • Select personalized content

TCF v2.2 also replaces the currently mandatory legal disclaimers with user-friendly descriptions. You’ll need to include illustrations on the CMP’s second layer to clarify what the different purposes mean.


Before TCF, vendors always had to struggle with interoperability issues as they used two sets of guidelines—one by IAB Europe and another one by Google—to transmit consent signals to digital ad supply partners. The good news is Google now supports TCF v2.2, so you can follow a consistent set of guidelines for all ad tech companies.


To work with Google Ad Manager, publishers must implement a TCF v2.2 registered CMP. That way, Google’s ad tags and SDKs can easily receive the transparency and consent (TC) string from the CMP.


Similarly, demand-side platforms (DSPs) must adhere to the following guidelines to meet TCF v2.2 requirements.

  • Vendor registration: It’s mandatory to register as a vendor in the global vendor list.
  • Transparency and consent signal ingestion: Vendors must have a mechanism that supports TC string consumption for processing real-time bidding requests.
  • Legal basis for data processing: A legal basis is mandatory for processing sensitive user data.

Vendors will also have to provide some additional information during registration:

  • Categories of data collected and processed
  • Details of the data retention period
  • A webpage link that reveals a vendor’s legitimate interests

If you aren’t sure about how to adhere to TCF v2.2 with these strict guidelines, the next section has the solution.

How can mobile advertisers comply with TCF v2.2?

Implementing TCF v2.2-aligned consent management strategies is a must for mobile advertisers looking to maximize revenue while complying with data privacy regulations. For example, you can use TCF v2.2-compliant CMPs like Usercentrics, team up with ad tech partners, or optimize ad targeting strategies to stay on top of TCF v2.2.

Adjust ad targeting strategies


Serving targeted ads is already challenging with major search engines like Google, Mozilla, and Safari getting rid of third-party cookies due to privacy concerns. Most businesses are moving toward zero-party data, where users voluntarily share preferences, contact, and other personal information.


TCF v2.2 regulations allow vendors to collect information about user activity, interests, demographic information, and non-precise geolocation data with consent. Now, you can use this real-time information to deliver custom ads based on device types, capabilities, and IP addresses.


Using CMPs to maximize consent opt-ins while respecting user privacy is another way to improve monetization potential. For example, app publishers can use A/B testing, authenticate users across devices to reduce consent fatigue, and use granular user behavior insights to deliver targeted ads.


Using a Google-certified CMP like Usercentrics helps publishers comply with TCF v2.2 regulations and maximize revenue, here’s how:

  • User-friendly interfaces: CMPs enable publishers not just to create layouts, but also experiment with different versions to determine which ones yield the highest conversions.
  • Value exchange: The right CMP also makes it easier for publishers to show specific templates to visitors based on their age, behavior, and preferences. That value delivery aids you in improving user consent rates as well.
  • Analytics: You can also see detailed reports to understand the performance of different consent banner variants and make informed decisions.

Collaborate with ad tech partners


It’s also important to explore collaboration opportunities with ad tech partners like DSPs, SSPs, and ad exchanges to stay compliant in the post-TCF v2.2 era.


For example, working with ad exchanges makes it easier for you to buy ad inventory from multiple sources. As a result, you can run and manage multiple ad campaigns with real-time ad inventory.


Similarly, publishers can also use supply-side platforms to sell ad inventory to buyers. Partnering with SSP solutions makes ad inventory management and selling much easier. Advertisers can also use DSPs to buy ad inventories from multiple sources and manage ad campaigns.

How can mobile advertisers maximize monetization opportunities in compliance with TCF v2.2?

Mobile app publishers looking to maximize monetization opportunities while complying with TCF v2.2 should focus on three strategies: sharing compliant data with advertisers, using consented user data, and partnering with consented data providers.


Handling opt-in and out requests properly with a CMP solution makes it easier to share data with advertisers while staying compliant. Don’t forget to check how your data partners deal with data privacy. Do they have adequate measures to safeguard user rights? Knowing these intricacies will help you collect data that adheres to data privacy regulations and feel at ease while collaborating with advertisers.


Also, use consented data—data collected from the user with explicit consent—to deliver targeted ads. That way, you don’t have to worry about facing lawsuits or violating privacy laws.


Publishers can also leverage consented data providers—companies that offer data from users who’ve willingly shared their online behavior patterns, demographics, and shopping habits. This data can help design personalized ad campaigns that target a lookalike audience. Also, don’t forget to test creative and engaging ad formats to maximize revenue.


While you leverage all these tactics, remember to use a TCF v2.2 compliant CMP to obtain, manage, and optimize consents.


Usercentrics is one such CMP solution that helps you manage GDPR, CCPA, LGPD, and POPIA compliance for websites and apps. The platform comes with built-in capabilities to help you manage cookie usage and tracking technologies on your web property.


Want to see how Usercentrics can help you maximize monetization opportunities? Book a consultation call today.

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