Every organization managing user consent and preferences has an event on their calendar this summer: the release of the IAB’s Transparency and Consent Framework (TCF) V2.0. Launched into Beta on April 30, Publishers have until August 15 to update before the Global Vendor List and consent strings passed via framework V1.1 are no longer supported. Upgrading is a technical and legal headache. Publishers who built in-house consent management solutions are faced with the same legal and technical resource investment as round one. With CCPA enforcement also looming around the corner, Publishers are starting to recognize the ongoing complexity of managing compliance.
TCF V2.0 – What’s new?
Version 2 of the TCF seeks to provide both users and publishers with greater transparency and control. Under TCF V2.0 not only can the user give or withhold consent but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interest. It also enables greater transparency for the user, through more detailed descriptions of the purposes of data processing.
TCF V2.0 is also getting stricter when it comes to consent notice UI requirements. A much needed change, considering that 88% of current consent and preference management platform (CPMP) implementations do not meet the minimal requirements set by GDPR.
Adapting swiftly and effectively
Publishers with in-house solutions who plan to update to the new framework should be almost complete with the technical and legal work. If you’re only just starting to think about TCF V2.0, your only viable solution is to switch to a third-party CPMP (Consent and Preference Management Platform) provider that is TCF V2.0 ready.
In fact, even for Publishers already using a third-party CPMP, this is a perfect opportunity to reassess if you’re getting what you need from your current provider. If you have been using a CPMP that met only the bare requirements of TCF V1.1, increased restrictions to your consent notice will likely cause a big drop in consent rate.
For Ogury Choice Manager’s clients the impact of the upgrade will be minimal. Ogury Choice Manager’s consent notice already adheres to the tighter guidelines, and has been enriched and refined over time to maximise consent rates. As a consequence, you will see no significant drop in consent rate when you update. Our lightweight SDK update will ensure a smooth technical transition too. And, as always, your account team will be on hand to offer support if needed.
Ogury Choice Manager
Ogury Choice Manager, an IAB-certified Consent and Preference Management platform, is specifically designed, built, and optimized for advertising results.
TCF V2.0 ready, it’s the only CPMP with over 5 years history in the market. It has been built for publishers who need to ensure compliance with user privacy and data protection laws while maximising ad revenue.
To learn more about Ogury Choice Manager, see here.
Sarah Jones, Global Director of Product Marketing