Secure your ad revenue with the TCF v2.2

IAB Europe is the European-level association of the Interactive Advertising Bureau (IAB) to serve the digital marketing and advertising ecosystem. Its membership is made up of individual countries’ IABs, as well as marketing, media, and technology companies.

IAB Europe’s mission is to lead political representation and promote industry collaboration to deliver frameworks, standards, and programs to enable businesses to thrive in the European market.

TCF v2.2 introduces several enhancements from the TCF v2, including improved flexibility for publishers, enhanced user transparency, and refined consent management. Notable updates include extended support for additional purposes and features, streamlined consent signals, and more robust mechanisms for user choices. The latest version aims to provide a more versatile and user-friendly framework for managing consent in the evolving data privacy and proction landscape online.

Whether you want to use the TCF v2.2 for your online monetization practices is optional, however participation is required by some advertisers and demand partners so it’s highly recommended if you serve online advertisements. In addition, Google requires the use of TCF v2.2 with a Google-certified CMP for all publishers using their services, like AdSense, Ad Manager and AdMob, in the EU/EEA and UK starting from January 16, 2024.

For publishers and developers using Google services, like AdSense, Ad Manager, or AdMob in the EU/EEA or UK, Google has set a deadline of January 16, 2024. By then qualifying publishers need to be using a Google-certified CMP that supports the TCF 2.2.

If you serve digital advertisements on your website or apps to audiences in the EU/EEA or UK as part of your monetization strategy, you need the TCF v2.2. It’s for all organizations involved in online advertising that collect and process end users’ personal data. This can include website owners, publishers, vendors, and others.

Yes, in May 2023 Google announced that they would require publishers using Google AdSense, Ad Manager, or AdMob to use a Google-certified CMP that integrates with the TCF when serving ads to users in the European Economic Area or the UK.

The Usercentrics CMP has TCF 2.2 integration and has been certified by Google as a consent management platform that publishers in the EU/EEA or UK can use to meet Google’s requirements.

Google’s objective is to establish “a more unified and reliable approach to transparency and consent” and “a more privacy-conscious digital advertising ecosystem.”

Not all of the services and vendors your organization works with may use the Framework. Which means it’s even more important that you control what data they can access. Usercentrics CMP enables you to collect user consent preference information for them to help ensure privacy compliance.

With Usercentrics, you have access to a database of more than 2,200 categorized and described technology vendors and data processing services. You can also add as many custom services and vendors as you like. They will all be added in the CMP interface so users can opt in or out of personal data access by any vendor, whether a TCF user or not.

Implementing the TCF 2.2 does not, on its own, make an organization GDPR-compliant, but it can help to meet a number of the regulation’s requirements regarding informing users, supplying the choice for a legal basis for data processing, and obtaining valid consent.

Not at all. Implementing the TCF 2.2 can help increase ad revenue. Publishers gain more control and flexibility in determining legal basis for vendors they work with. This way, they can ensure privacy-compliant data processing while continuing to generate ad revenue.

The Framework also helps organizations to build trust with users via transparency and choice, encouraging higher engagement with ads, knowing their privacy is respected.

With the TCF v2.2, the IAB continues to support their main initiative: encouraging adtech vendors, publishers, and agencies to comply with the GDPR when processing personal data or accessing and/or storing information on a user’s device.