tcf monetization partnership

TCF v2.2 and Monetization Partnerships: Fostering Collaboration with Consent Management Platforms (CMPs) for App Publishers

Navigating TCF v2.2 in mobile advertising is a fine balance. It's about respecting user consent while maximizing ad revenues. In this evolving digital landscape, your understanding can shape success.
by Usercentrics
Jul 25, 2023
tcf monetization partnership
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The IAB’s TCF v2.2 guidelines require app publishers to be mindful of how they obtain and process user consent data.


These new rules let users withdraw consent or object to data processing and give publishers more control over how their tech partners use data. It’s more important than ever to obtain user consent as, without it, you risk losing out on ad revenue.


Worried about these restrictions hurting monetization partnerships? This article shares how to maximize monetization opportunities with consent management platforms.

How does TCF v2.2 affect monetization partnerships?

Programmatic ad revenues in the post-TCF v2.2 era will rely on your ability to respect user choices and obtain consent. A sharp decline in the consent rate will impact your app monetization potential.


If you’re using Google Ad Manager, here’s how TCF v2.2 will affect monetization partnerships. Your Google AdMob & AdSense account will automatically consume transparency and consumer (TC) strings from the consent management platform you use. TC string is a coded character string that contains every user consent decision-related information.


While Google doesn’t explicitly need you to use a TCF v2.2 registered CMP, you need a solution that enables you to gather user consent and share it with the ad server. It’s worth noting here that there’s a huge potential for monetization risks when ad publishers use technologies that block ad delivery in case of no consent string or negative user consent.


Working with a Google-certified CMP like Usercentrics helps you to hit two birds with one stone—stay TCF compliant while gathering consent and share data with your ad tech partner.


Now, let’s go over the TCF v2.2 data collection and processing requirements to keep in mind.


  • Legitimate interest as a legal basis goes away. App publishers must obtain user consent for delivering personalized content and ads.
  • Legal disclaimers are a must. Publishers must display data collection and processing disclaimers instead of just user-friendly descriptions.
  • Display vendor information. App publishers will have to show the total number of vendors used on a CMP’s first layer.
  • Vendor disclosures must contain specific data information. For example, they must reveal data retention periods, collected data categories, and an indication of legitimate interest application.
  • CMP redesign is compulsory. User interface changes are mandatory for letting users opt out of consent.

If you think these restrictions will impact your monetization partnerships, you aren’t alone. The next section walks you through how to use consent management platforms for maximizing monetization potential.

A consent management platform streamlines how you manage, collect, and process user consent and data, while complying with GDPR, CCPA, and LGPD guidelines. Using a CMP makes it easier to glean insights from the user data lifecycle.


For example, you can see everything from when users signed up to when they want their info deleted. This helps you respond to their requests and preferences faster.


Now, the question is, why should you use a CMP solution while implementing TCF v2.2?


GDPR regulations consider legal interest as a valid legal basis for personal data processing. What that means is you, as a publisher, can use legal interest as a primary legal basis to serve ads. Now, the current ePrivacy Directive requires ad tech partners to seek explicit consent before accessing user devices and storing cookies. The new TCF v2.2 standard presents a much cleaner way to collect user data which you can use for personalizing ad delivery.


Plus, publishers can now set rules around how each vendor processes user data on a per-vendor basis. That way, apps can limit how their partners process ad personalization or visitor analytics data.


Using a CMP helps you deal with these challenges seamlessly. For example, CMP solutions make it much easier to:

  • Explicitly display data storage policies
  • Collect data processing consent for storing cookies and device identifiers
  • Provide users with a list of third parties
  • Design call-to-action buttons with visual prominence
  • Enable users to modify consent choices
  • Track performance and make data-driven decisions
  • Facilitate compliant data sharing and consent-based advertising

Using in-house CMP solutions or TCF v2.2 non-compliant CMPs presents you with legal and technical challenges. That’s why it’s crucial to find a TCF v2.2 compliant CMP that eases consent collection while keeping you compliant with data privacy laws.

Choosing the right CMP for TCF v2.2 compliance

You can’t show personalized ads to users in Europe and the UK without a TCF v2.2-compliant CMP. As a result, your ad revenue will take a big hit, especially if you get a lot of traffic from Europe.


On the other hand, publishers using AdMob or Google AdSense won’t be able to serve ads in the UK or the European Economic Area (EEA) without a Google-approved CMP. That’s why it’s best to pick an IAB-approved CMP solution like Usercentrics that helps you collect data while complying with user privacy regulations.


Now, let’s look at factors to keep in mind while choosing a CMP solution provider.


  • User experience: Considering the strict UI requirements of TCF v2.2, it’ll be best to pick a CMP that offers a transparent and user-friendly interface, ensuring consistent user experience across all devices.
  • Customization flexibility: A CMP that lets you customize the disclaimer display per your website design makes it easier to keep the user experience consistent.
  • Integration capabilities: A CMP’s integration abilities are crucial for streamlining data collection and consent management. Consider checking if the CMP integrates with the existing tech stack, including CMS, analytics tools, website, and ad tech platforms that you use.
  • Consent granularity: Also, make sure the CMP you choose can capture and manage user consent data at a granular level. The result will be a smooth consent management experience for users—where they can choose preferences for data processing activities, such as third-party data sharing, analytics, and personalized ads.
  • Consent records and audit trails: Don’t forget your CMP should also be able to manage user consent records and offer audit trails for compliance. Both record management and audit trails are crucial for maintaining data processing transparency.

Usercentrics is one such TCF v2.2-compliant and Google-certified CMP that makes it easier for you to meet GDPR, CCPA, LGPD, and POPIA compliance regulations. This platform helps website owners and app publishers in 180 countries obtain, manage, and optimize consents effortlessly.


Consider signing up for a free trial to see how Usercentrics can be your ally in meeting evolving regulatory requirements and protecting ad revenue.

The right CMP is your key to sustained monetization.

The TCF v2.2 regulations have caused worry among app publishers around monetization opportunities, but there is no reason to worry if you use the appropriate CMP solution.


Partnering with the right CMP provider aids you in collecting consent efficiently, meet UI regulations, allowing users to modify consent choices, and offering a consistent user experience. Plus, CMPs make consent management hassle-free, meaning you can easily overcome the declining consent rate in the European market and boost monetization potential.


Still unsure about how to protect ad revenue while meeting TCF v2.2 regulations? Book a consultation call today to secure monetization opportunities.

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