IAB Europe is tightening enforcement of its TCF 2.0 framework. Vendors without certification risk being deactivated. Here is what advertisers, agencies and publishers need to watch out for now.
2021 is all about data protection. Alongside the upcoming entry into force of the Telecommunications and Telemedia Data Protection Act (TTDSG), TCF 2.0 is back on the agenda and entering the next round. IAB Europe is tightening enforcement of its TCF 2.0 framework. Vendors without certification risk being deactivated. Here is what advertisers, agencies and publishers need to watch out for now.
What TCF 2.0 is all about
TCF 2.0 (Transparency & Consent Framework) was introduced by the industry association International Advertising Bureau (IAB) Europe to bring more clarity and better data protection to the internet.
The framework standardizes how programmatic advertising can be delivered without violating the EU General Data Protection Regulation (GDPR). It helps every party in the digital advertising chain ensure that they comply with the GDPR and the ePrivacy Directive when processing personal data. easy.MARKETING can also receive, process and pass on TCF 2-compatible signals about users' consent to the processing of their personal data.
In affiliate marketing, the TCF framework affects display performance and publishers that are attributed or paid on a post-view basis.
Risk for unregistered vendors and for registered vendors that load them (chain liability)
The IAB is now taking a more assertive approach to TCF 2.0 and checking which vendors are registered in TCF 2.0 and which vendors are loaded even though they are not registered.
This mostly affects advertisers whose tracking is loaded as a so-called high traffic landing page (HTLP) during ad delivery to ensure view attribution. Many of these advertisers have not yet registered in TCF 2.0.
There is now a risk that unregistered vendors, or even parties that load these vendors (chain liability), will receive a warning from the IAB and, if they fail to comply, be excluded from TCF 2.0. They would then be technically blocked or no longer loaded. Ultimately, this would lead to lost revenue.
Solution: register
We recommend reviewing the relevant vendor chain together with your display partners and completing the registration if necessary. If you are a customer of easy Marketing GmbH, we are happy to help. Integrating TCF 2.0 correctly via our easy.TOOLS is very simple. However, one requirement always applies: the high traffic landing pages of the tracking redirects must also be registered for the TCF framework. Otherwise, they, and possibly also the tracking software you rent from us, will be put on the TCF blacklist and their registration revoked.
If you are not yet a customer of easy Marketing GmbH, or if the high traffic landing page cannot be certified with the IAB for TCF 2.0 and adapted, there are still options. In addition to our universal post-view solution, custom solutions are always possible and not complicated – easy, in other words.
